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Image: Shaftesbury | The Collection


Shaftesbury is delighted to announce that The Collection, an outlet stocking exclusive streetwear and rare designer goods, will open its London flagship at 17 Brewer Street, Soho, this February.

The pioneering concept space will be the UK’s first exclusive fashion gallery store educating customers on the product history of over 1,000 unique pieces and providing insight into the rich history of streetwear to every visitor. The two-floor 1,215 sq ft store will also host the world’s first fashion-themed café featuring a menu of cakes inspired by famous brands and serving hot beverages by Monmouth Coffee.

Visitors to the new store can enjoy a unique retail experience as they are greeted with interior aspects such as museum-style display techniques, allowing for the products’ individual backstories to be conveyed.

The Collection flagship will present a range of over 100 unique and rare sneakers, including a women’s-only sneaker range – never-before-seen from a sneaker collector store, alongside thousands of pieces of collectible streetwear and accessories. Rare designer goods include archival Supreme and Louis Vuitton, as well as iconic pieces such as the world’s only Supreme x The North Face sample jacket. Special focus on artist, musician, and brand collaborations within the streetwear sphere will allow customers to explore beyond the realm of fashion.

Addy Williams, Senior Retail Portfolio Manager at Shaftesbury says: “We are excited to announce this new, unique concept to Soho on Brewer Street. The Collection will be an influential retailer in the neighbourhood, offering an exclusive range of iconic streetwear and rare designer pieces for a wide scope of international customers.”

A welcome addition to Soho, The Collection adds to the line-up of some of the finest fashion and street style shops in the destination including END., Axel Arigato, Footpatrol and Palace.

Hanover Green Retail acted on behalf of Shaftesbury.