May 12, 2017 | By WGSN Insider
The Active Team recently had the pleasure of visiting London, England. During our quick trip (only three days), we devoted an entire afternoon to explore active retail. Sadly, we didn’t get to see everything (trust us, there are massive stores to see), but we did manage to walk through a handful of our favorite shops. From Niketown on Oxford Street (wow) to Sweaty Beatty, Supreme and Rapha (double wow), our day of examining the English market was met with newfound inspiration…
First up, Rapha. As one of the most well respected cycling brands in the market, it was exiting to finally see its home shop in SOHO. The cool setting, with spacious flooring, also serves as a cafe where anyone can come for a coffee, tea or sandwich…complete with a quaint sitting area.
We then cruised down a maze of small cobbled stoned streets to Sweaty Betty and Supreme. Both shops have been on our hit list for awhile now; considering the fact that it’s been about a year since Supreme (a tried and true NYC brand) opened its first London location and, well…we’re massive Sweaty Betty fans. The latter of which speaks to the urban active woman who strives for a fusion of fashion and function in her look while working out. Directional prints, slim silhouettes and on trend color palettes filled its walls.
Niketown sits smack-dab in the middle of Oxford Circus, boasting several floors that feature its massive range of various sports collections. (It’s now the largest Niketown in the world.) We’re most impressed with the Football section (soccer for us folks here in the US) where high energy exploded on the sales floors.
Upon leaving the city (and a fun tidbit of information for Londoners), we found out that cult NYC workout mecca, Barry’s Bootcamp, is opening its first location in the UK come January 2013. We’ll have to wait until our next visit to take a class….till next time!
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