SOOO pop-up to offer women's sports indie brands on Regent St this summer
The store will host more than 200 events across all sports throughout the summer as rugby, golf, tennis, cricket, football, athletics, netball and basketball draw record numbers of participants and audiences to women's sport.
It's fully supported by Mastercard, which is providing funding and promotional support to Westminster City Council's 'Meanwhile On' project, which is providing funding and expert retail support. The Crown Estate is providing the premises.
It will open at 245 Regent Street on Thursday with consumers able to shop from the indie sports brands that until now have been mostly available online only.
They'll also be able to test out equipment on the shop's three-a-side football pitch; and attend one of the store's events including talks, workshops, organised runs and more.
Open until the end of October, the brands available will include football-focused AFTA; breast support and sports bra brand Boob Armour; women's golf label Forelson; gym equipment specialist Freyja Fit; activewear brand Yana Active; upcycled sportswear label Sophie Hird Studio; Ida Sports and many more.
Youngson said: 'We believe women should have access to the best equipment whether they're lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It's fantastic to now have a community hub stocking independent women's sports brands right in the middle of town.'
SOOO was selected from over 800 applicants for Westminster City Council's 'Meanwhile On' project, which provides innovative brands with access to high-profile retail spaces. The project was set up 'to create a more inclusive and fair economy' and gives brands significant relief on business rates, budget for store design, and end-to-end support from retail experts.
For instance, last autumn, a five storey By Rotation pop-up in Mayfair, claimed to be the largest-ever fashion rental pop-up to launch globally, opened its doors.
Back with SOOO, Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, at Westminster City Council, said the programme was launched 'to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in action.This project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It's not just about filling empty shops, it's about creating dynamic, modern experiences that will bring people back to our high streets.'
And Laura Thursfield, leasing director – Retail, at The Crown Estate, said: 'Regent Street has long been home to 'firsts' in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS' first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women's sport. It is a source of great pride that we are welcoming this exciting platform for women's sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.'
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Fashion Network
5 days ago
- Fashion Network
SOOO pop-up to offer women's sports indie brands on Regent St this summer
The store will host more than 200 events across all sports throughout the summer as rugby, golf, tennis, cricket, football, athletics, netball and basketball draw record numbers of participants and audiences to women's sport. It's fully supported by Mastercard, which is providing funding and promotional support to Westminster City Council's 'Meanwhile On' project, which is providing funding and expert retail support. The Crown Estate is providing the premises. It will open at 245 Regent Street on Thursday with consumers able to shop from the indie sports brands that until now have been mostly available online only. They'll also be able to test out equipment on the shop's three-a-side football pitch; and attend one of the store's events including talks, workshops, organised runs and more. Open until the end of October, the brands available will include football-focused AFTA; breast support and sports bra brand Boob Armour; women's golf label Forelson; gym equipment specialist Freyja Fit; activewear brand Yana Active; upcycled sportswear label Sophie Hird Studio; Ida Sports and many more. Youngson said: 'We believe women should have access to the best equipment whether they're lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It's fantastic to now have a community hub stocking independent women's sports brands right in the middle of town.' SOOO was selected from over 800 applicants for Westminster City Council's 'Meanwhile On' project, which provides innovative brands with access to high-profile retail spaces. The project was set up 'to create a more inclusive and fair economy' and gives brands significant relief on business rates, budget for store design, and end-to-end support from retail experts. For instance, last autumn, a five storey By Rotation pop-up in Mayfair, claimed to be the largest-ever fashion rental pop-up to launch globally, opened its doors. Back with SOOO, Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, at Westminster City Council, said the programme was launched 'to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It's not just about filling empty shops, it's about creating dynamic, modern experiences that will bring people back to our high streets.' And Laura Thursfield, leasing director – Retail, at The Crown Estate, said: 'Regent Street has long been home to 'firsts' in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS' first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women's sport. It is a source of great pride that we are welcoming this exciting platform for women's sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.'
Fashion Network
5 days ago
- Fashion Network
SOOO pop-up to offer women's sports indie brands on Regent St this summer
The store will host more than 200 events across all sports throughout the summer as rugby, golf, tennis, cricket, football, athletics, netball and basketball draw record numbers of participants and audiences to women's sport. It's fully supported by Mastercard, which is providing funding and promotional support to Westminster City Council's 'Meanwhile On' project, which is providing funding and expert retail support. The Crown Estate is providing the premises. It will open at 245 Regent Street on Thursday with consumers able to shop from the indie sports brands that until now have been mostly available online only. They'll also be able to test out equipment on the shop's three-a-side football pitch; and attend one of the store's events including talks, workshops, organised runs and more. Open until the end of October, the brands available will include football-focused AFTA; breast support and sports bra brand Boob Armour; women's golf label Forelson; gym equipment specialist Freyja Fit; activewear brand Yana Active; upcycled sportswear label Sophie Hird Studio; Ida Sports and many more. Youngson said: 'We believe women should have access to the best equipment whether they're lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It's fantastic to now have a community hub stocking independent women's sports brands right in the middle of town.' SOOO was selected from over 800 applicants for Westminster City Council's 'Meanwhile On' project, which provides innovative brands with access to high-profile retail spaces. The project was set up 'to create a more inclusive and fair economy' and gives brands significant relief on business rates, budget for store design, and end-to-end support from retail experts. For instance, last autumn, a five storey By Rotation pop-up in Mayfair, claimed to be the largest-ever fashion rental pop-up to launch globally, opened its doors. Back with SOOO, Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, at Westminster City Council, said the programme was launched 'to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It's not just about filling empty shops, it's about creating dynamic, modern experiences that will bring people back to our high streets.' And Laura Thursfield, leasing director – Retail, at The Crown Estate, said: 'Regent Street has long been home to 'firsts' in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS' first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women's sport. It is a source of great pride that we are welcoming this exciting platform for women's sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.'
Fashion Network
5 days ago
- Fashion Network
SOOO pop-up to offer women's sports indie brands on Regent St this summer
The store will host more than 200 events across all sports throughout the summer as rugby, golf, tennis, cricket, football, athletics, netball and basketball draw record numbers of participants and audiences to women's sport. It's fully supported by Mastercard, which is providing funding and promotional support to Westminster City Council's 'Meanwhile On' project, which is providing funding and expert retail support. The Crown Estate is providing the premises. It will open at 245 Regent Street on Thursday with consumers able to shop from the indie sports brands that until now have been mostly available online only. They'll also be able to test out equipment on the shop's three-a-side football pitch; and attend one of the store's events including talks, workshops, organised runs and more. Open until the end of October, the brands available will include football-focused AFTA; breast support and sports bra brand Boob Armour; women's golf label Forelson; gym equipment specialist Freyja Fit; activewear brand Yana Active; upcycled sportswear label Sophie Hird Studio; Ida Sports and many more. Youngson said: 'We believe women should have access to the best equipment whether they're lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It's fantastic to now have a community hub stocking independent women's sports brands right in the middle of town.' SOOO was selected from over 800 applicants for Westminster City Council's 'Meanwhile On' project, which provides innovative brands with access to high-profile retail spaces. The project was set up 'to create a more inclusive and fair economy' and gives brands significant relief on business rates, budget for store design, and end-to-end support from retail experts. For instance, last autumn, a five storey By Rotation pop-up in Mayfair, claimed to be the largest-ever fashion rental pop-up to launch globally, opened its doors. Back with SOOO, Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, at Westminster City Council, said the programme was launched 'to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It's not just about filling empty shops, it's about creating dynamic, modern experiences that will bring people back to our high streets.' And Laura Thursfield, leasing director – Retail, at The Crown Estate, said: 'Regent Street has long been home to 'firsts' in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS' first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women's sport. It is a source of great pride that we are welcoming this exciting platform for women's sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.'
