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Published
Mar 29, 2022
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Dai, Vintage Threads, True Vintage all launch in London's Seven Dials

Published
Mar 29, 2022

Dai has debuted a permanent store in London Covent Garden’s Seven Dials region. The sustainable women’s performance wear brand is also being joined by retro sustainable fashion brands Vintage Threads and True Vintage, continuing the Shaftesbury-owned/operated area’s success in attracting niche retailers.



Dai said the Seven Dials opening at 35-37 Monmouth Street “marks an important next step in the brand’s UK expansion” providing “comfort-empowered performance wear for the modern professional woman”. 

The 1,400 sq ft store houses the brand’s full collection of tailored clothing made from innovative, eco-friendly fabrics “that combine stylish silhouettes with properties of activewear – stretch, breathability and wrinkle-resistance”.

Founded as an online-only retailer and followed by pop-up tests, the new store, designed in-house, features upcycled materials from previous pop-ups as a way to reuse, regenerate, and minimise waste and carbon impact. 

Dai is also launching Dai’Cycle, a programme where customers can drop off their preloved Dai clothing in exchange for a gift card to use on their next in-store purchase. It will also renew and repair the recycled pieces and offer in-store as preloved items to new customers, or donate it to its charity partner Smart Works. 

Founder & CEO Joanna Dai said: “After so much time working and living our lives through screens, we’re very excited for our new store to empower in-person connection with our community once again. We want our Seven Dials space to be a place where women can connect, learn and exchange ideas, in addition to displaying everything we do best on comfy performance apparel for our 24/7 wardrobes and our sustainable sourcing and design process.”

As mentioned, also new to Seven Dials area are pre-loved, vintage brands Vintage Threads and True Vintage.

Vintage Threads, has opened a flagship store at 69 Neal Street. It specialises in a combination of old school sportswear and 80s and 90s designer pieces, “providing visitors with a refined selection of hand-picked, affordable vintage clothing from brands including Nike, Ralph Lauren and YSL”. 

Meanwhile, retro clothing brand True Vintage is opening at 18 Earlham Street. It stocks a diverse array of pre-loved fashion, including an exclusive Stone Island collection, as well as North Face collaborations with Gucci and Burberry, plus a selection of designer sunglasses from Versace, Dior and Fendi.

True Vintage Seven Dials also provides visitors with the opportunity to custom-embroider their purchases, offering a personalised shopping experience.

Samantha Bain-Mollison, Retail Director at Shaftesbury, added: “Sustainability has always been an important factor when selecting brands coming into Seven Dials. We work consistently hard to curate a diverse line-up of brands with strong environmental credentials. It’s fantastic to be home to Dai’s first store, whose unique offering is already drawing many visitors within the Seven Dials neighbourhood, and creating a line-up full of content and vibrancy.”

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