Latest news with #SOOO
Fashion United
03-06-2025
- Business
- Fashion United
Women's sports retail takes center stage on Regent Street with SOOO pop-up
Ahead of a summer packed with elite women's sporting events across the UK, a new experiential retail concept, Style Of Our Own London (SOOO), opens on Regent Street this Thursday, June 5. Located at 245 Regent Street — one of the capital's most high-profile retail addresses — the space will serve as an intersection of sport, retail innovation, and gender equity in performance wear. The brainchild of Laura Youngson, founder of specialist women's football brand IDA Sports, SOOO has been launched in collaboration with Mastercard, Westminster City Council, and The Crown Estate. The initiative responds to a persistent gap in the sports retail landscape: the lack of high-performance gear designed specifically for women. Spanning more than 200 events over its five-month tenure, the pop-up is more than a commercial showcase. The space will serve as an interactive hub, complete with a three-a-side football pitch and a rotating roster of independent, female-focused performance brands. Many of the featured labels are DTC-native and rarely available in bricks-and-mortar settings, making the store a unique touchpoint between consumer and product. Visitors can also attend panels, workshops, and community runs, curated to engage and build a grassroots retail-sport ecosystem. 'At SOOO, we believe women deserve access to the best equipment, whether they're training recreationally or competing professionally,' said Youngson. 'This is about building a community and championing independent sportswear labels at a moment of peak cultural relevance.' The launch coincides with a broader moment of momentum for women's sport in the UK. Major tournaments in football, rugby, cricket, and tennis will draw domestic and international attention this summer. Yet, while viewership and participation are growing, retail infrastructure has often lagged behind — particularly for women-specific kit that meets elite performance standards. Backed by Mastercard, SOOO also represents a brand-led play in values-driven retail. The financial services giant, which has supported women's sport through sponsorships ranging from UEFA Women's Football to the Open, is offering funding, marketing support, and small business mentorship as part of the rollout. 'SOOO reflects our commitment to putting fans and players first,' said Charlie Carrington, SVP of Marketing and Communications, Mastercard UK & Ireland. 'It's about elevating underrepresented voices in sport and helping small businesses scale in the process.' The project was selected from over 800 applicants as part of Westminster City Council's Meanwhile On initiative — a programme designed to revive vacant high street retail with purpose-led enterprises. SOOO benefits from reduced business rates, design support, and expert consulting. 'SOOO is exactly the kind of dynamic, community-led business we want to see in the West End,' said Cllr Geoff Barraclough, Westminster's Cabinet Member for Planning and Economic Development. 'This isn't just about filling empty space — it's about creating experiences that invite people back into central London.' The Crown Estate, which owns the freehold for much of Regent Street, sees the launch as a continuation of the area's role as a launchpad for contemporary retail innovation. 'From global flagships to first-of-its-kind concept stores like SKIMS, Regent Street continues to be the destination for what's next in fashion and retail,' said Laura Thursfield, Retail Leasing Director at The Crown Estate. Open daily through 31 October, SOOO aligns with increasing calls from athletes and advocates for gear designed with women's biomechanics in mind — a demand that continues to reshape R&D and merchandising strategies in the global sportswear market.
Fashion Network
03-06-2025
- Business
- 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
03-06-2025
- Business
- 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
03-06-2025
- Business
- 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.'
