14 streets in the heart of London's West End with over 100 shops and 60 restaurants, bars and cafés.


For 20 years, size? has supplied some of the finest footwear and apparel out there, cementing itself as a leader in the streetwear industry. Their flagship store on Carnaby Street is just as iconic as the brand itself. 


It all started with a simple question: what’s your size? 

Who knew back then that they had the makings of a streetwear institution that would become a trendsetter for years to come? Twenty years, to be precise. 

Arriving on Carnaby Street in the year 2000, the size? store has boasted exclusive releases and collaborations and been the sole purveyors of the most lusted-after limited-edition footwear and streetwear. It’s the brand’s collaborations, however, that are the beating heart of this iconic label. 

Over the years, the Carnaby store has seen everything from bespoke shopping experiences with fashion behemoths PUMA, Carhartt WIP and premium shoe cleaners Jason Markk (now with its own permanent space on the first floor) to the launch of size? sessions in 2017, the live music series which saw artists such as Jay Rock, Miraa May and Yxng Bane take over the store with intimate gigs. Plus, in 2005, expressionist painter Dave White celebrated the 10th anniversary of the Air Max 95 by recreating his studio in the store, complete with paint-splattered floor and live painting.  

Twenty years have passed and, yet, the original charm of the brand still holds strong.  

So how are they marking the milestone?  

Luke Matthews, Brand Manager at size? says: “We have a vast array of collaborative projects landing over the next few months, including one super sought-after style with Nike, celebrating 20 moments over the last 20 years on one shoe, one of Nike’s most iconic shoes – the Air Max 95.” 

“Also, alongside our own 20th anniversary, adidas Originals is celebrating 50 years of its iconic Superstar style, and size? has done a special 50/20 joint anniversary pack.”  

There’s also a continuation of the iconic Anniversary City Series with adidas Originals. Plus, size? has  

reimagined its favourite classic models from Reebok – one to keep firmly on your radar.  

Reflecting on what makes the Carnaby Street store so special, Luke says: “The beauty is it has something different for everybody, from our collaboration pack with Vans, celebrating three generations of punk music, to the release of the adidas Originals SL 76 running shoes from the archives – an exclusive to us this year. Vintage adidas and Nike running styles from the ’70s and ’80s are also massive for us at the minute.” 

It’s not just footwear – downstairs you’ll find big-name brands Patagonia, HUF, Dickies, Tommy Jeans and streetwear kings Stüssy.  

We can’t wait to see what the next 20 years holds. 


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