From the Italian coffee house and art scene of the ’50s to Swinging London in the ’60s and every style tribe that followed, the area has an iconic history to draw on, making it even more appealing for so many street style brands.
Home to big-name brands such as Supreme, Vans, The North Face, Billionaire Boys Club, PUMA and adidas Originals as well as home-grown street style players such as Palace, reimagined workwear labels like M.C.Overalls and multi-brand destinations such as Wood Wood, The Collection and END. – selling an A to Z of labels from Y-3 and A Bathing Ape to Fear of God, Off-White, Stüssy and everything in between – London’s Soho can safely stake its claim to own streetwear.
“English music and subcultures have always been a huge source of inspiration for us,” says Karl Oskar-Olsen, Creative Director and co-founder of recently opened Danish concept store Wood Wood.