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Published
Feb 25, 2019
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The Collection to open streetwear destination in London

Published
Feb 25, 2019

A new boutique offering exclusive streetwear and rare designer goods and educating customers on the history of streetwear will open in London’s Soho at 17 Brewer Street this February.


The Collection


Shaftesbury, which owns the unit, has signed new concept store The Collection for the opening of its London flagship store.

Spanning two floors and 1,215 square feet, the space has been described as “the UK’s first exclusive fashion gallery store”, where consumers can find over 100 unique and rare trainers, thousands of pieces of collectible streetwear and accessories and information about the product history of over 1,000 unique pieces.

There will be rare designer goods from cult brands including Supreme and Louis Vuitton, as well as unique pieces such as the world’s only Supreme x The North Face sample jacket.

Additionally, it will feature a fashion-themed cafe, with a special menu of cakes inspired by famous brands and hot beverages by Monmouth Coffee.

“We are excited to announce this new, unique concept to Soho on Brewer Street. The Collection will be an influential retailer in the neighbourhood, offering an exclusive range of iconic streetwear and rare designer pieces for a wide scope of international customers,” commented Addy Williams, senior retail portfolio manager at Shaftesbury.

Soho has been undergoing a revival of late, with a host of independent streetwear brands including END., Axel Arigato, Footpatrol and Palace set up shop in the area.

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