Well, this one is tough! I was waiting on a back burner for a couple of weeks, but its time is now. Find out what people are wearing on the streets of London!
I was in London recently with my teenage cousin. That dude has a taste, I’m telling you! He was trying to figure out how to find his favourite brands using Google Maps. And when he finally asked me how he can get to Supreme and Palace in Soho, I answered casually: Just get ShopTrotter app and you’ll get covered.
And he downloaded it.
Few minutes of quiet scrolling…
And that: “Wow! This REALLY works!”
So I figured out he’s the best streetwear fan to write the full post on best coolest skaters boutiques in the city. And here it is – with special thanks to my cousin who turned out to be an expert 😉
Most of the esteemed London streetwear stores are located conveniently in Soho and Shoreditch. In each neighbourhood, boutiques are just steps apart and you can find them on one shopping trip.
London streetwear shops in SOHO
Entering on the street level you will see shelves of sneakers – great selection. Let’s be frank – you can find those brands in any sports store. But what’s treated as a temple there (ok, maybe more as a chapel) is the basement, filled with racks of skater wear by Stüssy, HUF, ICECREAM, Mighty Healthy and many more. Although it’s not based on “drops” as Palace or Supreme, the stock isn’t impressive and you have limited chance to find your size. Maybe that’s why they run successful e-commerce with a pick-up in store service!
32-34 Carnaby St
+44 20 7287 4016
A home to New York City skaters at the beginning, Supreme became an institution. Quality, style and authenticity along with limited supply made it the brand desired by all kinds of counterculture followers. Recent collab with Louis Vuitton raised its reputation to the highest level (so the crowds form cues in front of their Soho outpost).
2/3 Peter St
+44 20 7437 0493
Maharishi was founded in 1994 by Hardy Blechman with the great vision to create environmentally sound, fair-trade produced, long-lasting, high-quality, utilitarian clothing. The collection always includes the strong natural fibre hemp, organic cotton and upcycled military clothing. Maharishi maintains a strong ethos of respect for nature while utilising the latest technology.
2 – 3 Great Pulteney Street
+44 207 287 0388
Billionaire Boys Club
The boutique sells BILLIONAIRE BOYS CLUB and ICECREAM along with A Number of Names apparel. Brands are focused on high-end luxury sportswear produced in very limited quantities (duh!) in Japan. The smaller sizes suit also female customers, and there are plans to launch a women’s line as well. BILLIONAIRE BOYS CLUB and ICECREAM were founded by Pharrell Williams, his manager Robert Walker, and Japanese fashion icon Nigo (founder of A Bathing Ape / BAPE brand).
36 Marshall St, Carnaby
+44 20 7287 5346
Drop Dead Clothing
A darker side of streetwear. Expect all shades of black and edgy slogans (‘Conspiracy against the human race’, ‘Girls bite back’). Drop Dead strives to create unique, high quality, limited menswear, womenswear and collectables, inspired by internet culture, life on the road and an art.
35A Marshall St
+44 20 7434 3943
One of the best-known London streetwear & sneaker stores, supplying the most desirable footwear, apparel and accessories. It’s also space for the sneaker community to come and chat about what they love most. Footpatrol specialises in new and classic sneakers, limited editions, Japanese exclusives and rare deadstock. They carry well-known brands including Nike Tier Zero, Adidas Consortium, PUMA Cream, Converse 1st String and Asics Family & Friends, as well as some niche labels.
80 Berwick St
+44 20 7287 8094
Kokon to Zai
A contemporary London-based fashion label under the creative direction of Marjan Pejoski and management of Sasko Bezovski.
Started in London Soho in 1996, the Kokon To Zai multi-brand and music store destination quickly became a creative hub of activity and gained a following for the unique pieces it sold.
Today it has evolved into a lifestyle store with finely curated pieces of fashion, homeware and art.
57 Greek St
+44 20 3601 1414
Nudie doesn’t look for the short-term trends. The inspiration doesn’t come from glamour and catwalks. The collection is tight, like a rock band, reflecting the feeling of everyday life. For designing team jeans share the same soul and attitude as music. They treat a pair of denim as a second skin that should age and get only better after time.
29 D’Arblay St
+44 20 7494 3655
What’s most important about Palace designs? Big logo. And I mean BIG! ’90s logomania and graphics resonate with the brand’s older customers, while those that are just discovering the label appreciate the retro appeal. Check the names of particular pieces – those are being invented by the brand founder Lev Tanju.
26 Brewer St
+44 20 7287 5048
London streetwear shops in SHOREDITCH
Edwin, established in 1947, is a father brand of all denim in Japan. It prides itself on continual progression in design and fit, utilising exclusive fabrics and fabrication, whilst maintaining a countercultural outlook and contemporary vision. Well, not your ordinary pair of jeans!
123 Bethnal Green Rd
+44 20 7739 9480
The Goodhood Store
This neighbourhood institution started ambitiously: a self-funded project to curate some of the finest clothing collections and objects from around the world. Now it’s an award-winning retailer selling curated collections of over 200 fashion, lifestyle and cosmetic brands. According to the founders – every product there has a story and relevance to their ethos. “We actively aim to create a culturally relevant experience influenced by the flow of culture rather than the trends of the fashion industry.”
151 Curtain Rd
+44 207 729 3600
If you are looking for something extraordinary (or adult, or – very expensive) check Hostem. An open-plan gallery displays men’s and women’s ready-to-wear along with art structures. Beneath the vaulted glass ceilings, Pierre Jeanneret’s Chandigargh table, chairs and sofas offer pause in the space, complemented by artworks from the likes of Graham Collins, Lucien Smith, and Kika Karadi.
28 Old Nichol St
+44 20 7739 9733