Urban, sports-inspired streetwear is a London style signature and there’s a plethora of stores in Soho and Camden, offering both mainstream labels and those lesser known brands. Whether streetwear is a look that dominates your existing wardrobe or you’re looking to invest in a taste of what’s on offer, look to our hit list of best menswear destinations in the city to make your shopping trip a considered one.
There’s only one place to head for in London to find almost every style that global sports brand Adidas has on offer and that’s the 3-storey flagship store on Oxford Street. Stocking the full range of men’s, women’s and children’s clothing as well as streetwear-inspired accessories, this well-designed space is an easy to navigate mecca for fans of the brand. If you’re more drawn towards the vintage-inspired Adidas Originals designs, bypass Oxford Street and head straight to Carnaby where you’ll find a smaller, dedicated store.
Adidas Brand Centre, 415-419 Oxford St, Mayfair, London, +44 20 7493 1886
Originally launched as a sportswear label and now one of the biggest global lifestyle brands, there’s so much more to Nike than running sneakers. The long-standing flagship store by Oxford Circus tube station is the kind of place you could spend all day in. It’s beautifully curated, features interactive screens and is split into separate sections for various sports focuses. There’s also a section where you can design your own bespoke footwear by choosing your favourite style, colours and finishing touches.
Niketown, 236 Oxford St, Marylebone, London, +44 20 7612 0800
A household name and an established global streetwear brand, Reebok continues to expand its offering season after season. The FitHub concept store in Covent Garden is a celebration of its innovative approach to branding and it’s designed to inspire its visitors to get active. Stocking everything from performance trainers to yoga vests, it’s a one-stop destination for sporting attire as well as the streetwear classics.
Reebok, 32 Long Acre, London, +44 20 7836 3878
One of the most interactive shopping experiences in the city, the red-fronted Puma store on Carnaby Street is decked out with copious technological features such as overhead screens designed to mimic the outdoors, a London telephone box that rings when someone enters and video content in the changing rooms. Spanning 240 square meters and hosting everything from the time-tested styles to collaborations with the likes of Alexander McQueen and Hussein Chalayan, it’s as much of a lesson in store concept as it is a shopping experience.
Puma, 52 – 55 Carnaby Street, London,+44 207 439 0221
Footpatrol is the store to head for if you’re after that sneaker of-the-moment. Specialising in limited edition styles and Japanese exclusives as well as more classic designs from the likes of Nike and New Balance, this Soho-based gem has it all. The understated interiors let the shoes do the talking but don’t be fooled – a lot of consideration went into finding the perfect recycled boarding for the floors, walls and ceiling. This artfully distressed, urban aesthetic is all down to the designers, the Wilson Brothers. Recently, Footpatrol have launched a collaboration with Converse that’s well worth a look. It’s inspired by the streets of Soho, so it’s perfectly at home in its central London habitat.
Footpatrol, 80 Berwick St, Soho, London, +44 20 7287 8094
Machine A is one of the few places where you can find labels that put a luxury spin on an urban aesthetic and what’s more, makes said labels the focus. An independent concept store that stocks both men’s and women’s collections, it’s a treasure trove of current-season Christopher Raeburn and Maison Margiela, to name but a few. Fusing emerging and established designer collections under one roof, Machine A is an expression of British and international streetwear as we know it. Pricey? Yes. But if you’re looking for considered design and unrivaled quality, this is the place to shop.
Machine A, 13 Brewer Street, Soho, London, +44 20 7734 4334
Crafting environmentally sound, fair-trade clothing with a utilitarian twist, this luxury label has a very distinctive aesthetic and a moral USP to boot. A London Fashion Week Men’s Collections favourite, it’s well-respected by the city’s most fashionable. Premium quality is, of course, as much of a focus as the fabrics used, and the result is a series of expertly crafted investment pieces. You can’t miss the store on Pulteney Street in Soho – the shop front is painted with a graphic black and white design that’s sure to catch your eye.
Maharishi Store, 2-3 Great Pulteney St, Soho, London, +44 20 7287 0388
As the name suggests, YOSQI’s main aim is to support Asian fashion labels within its offering. Showcasing own-label designs as well as the likes of Champion and channeling sportswear, casualwear and streetwear to set the tone for its aesthetic, this Camden-based store is the kind of place you’ll find something completely obscure and fall in love with it instantly. Think oversized hoodies, distressed detailing, backpacks emblazoned with embroidery and zips in the most surprising of places.
YOSQI, 4 Chalk Farm Road London
Fusing traditional street culture with a high fashion element, Underated’s menswear collection offers a series of effortless every day pieces, from sweatpants and hoodies, to oversized T-shirts and casual-cool accessories. The label originated in London and it aims to inspire its consumers through its creative approach to design, so its Camden location seems particularly fitting. Clean-cut, minimalist and easy to wear, Underated pieces will form the foundations of your streetwear wardrobe.
Underated, Unit 088A, North Yard, The Stables, Chalk Farm Rd, Camden, London +44 20 8935 5777
Dark n’ Cold
You’ll find primarily monochromatic clothing in this authentic British streetwear labels line-up, but the collection is far from understated. Featuring T-shirts printed with oversized logos, loose-fitting heavyweight tracksuits (not designed for lounging around the house in) and Trucker-style basketball hats, they’ve definitely established a consistent aesthetic, and it’s one that fares well in its Kings Cross location.
Dark n’ Cold, 104 Judd St, Kings Cross, London, +44 20 7832 5897