Now might not seem to be the best time ever to open a new store, but that isn’t stopping the usual activity that goes on in the world’s key shopping cities. And the latest significant opening will be the debut of JW Anderson’s first-ever London flagship in Soho on Friday.
Located on the corner of Brewer Street and Wardour Street in the heart of Soho, the company announced the opening via Instagram and said the site was “personally chosen by founder and creative director, Jonathan”.
It added that “the area is 'quintessentially London' to Jonathan with an 'incredible energy' making Soho the perfect location to have the fashion house's first-ever London flagship. Soho is synonymous with JW Anderson's embrace of diversity and queer culture, making the Soho location a perfect fit”.
And Soho is certainly one of London’s most interesting shopping destinations. Having been transformed from its former seedy reputation as the home of London’s strip clubs, it retains a link to its past but is also now a thriving area full of restaurants and niche fashion brands. The neon signage on the exterior of the JW Anderson store also subtly references Soho's past.
Sacred Gold, a jeweler but also a piercing studio, sums up Soho's dual image and is opening a 700 sq ft store there this month.
Other recent openings that sum up its appeal to a diverse range of labels have included eyewear specialist Viu, RM Williams, Clarks Originals, French menswear label Officine Générale and VF Corp’s new HQ.