British fashion label JW Anderson is pleased to announce the opening of its first flagship store in London’s Soho.

March 18, 2020

The 1,300 square-foot JW Anderson flagship store occupies two addresses on the corner of Brewer and Wardour Street in London.

“Ever since I moved to London from Northern Ireland I have been in love with Soho. There is an incredible energy in the area. It feels quintessentially London to me.” JW Anderson has a long history of embracing and promoting diversity and queer culture via a clever approach to non-binary fashion. Soho, with its diverse local and tourist populations was the logical location for opening the brand’s first flagship retail location.

Most recently, the JW Anderson flagship was two separate stores. These were combined into one for the brand but the architects at the firm 6a in collaboration with Jonathan chose to retain the concept of two addresses with distinct façade treatments. Both frontages hand-crafted neon signage, a reference to the thriving nightlife scene that took over the area in the 70s and remains today.

The interior spaces of the two-floor location are clearly delineated by a unique language of materials and colors in each space. The Wardour Street “shop” is a light and airy exhibition-like space with high ceilings, bright floors and modular aluminium shelving. The Brewer Street side feels as though you’ve entered a tailor’s shop on Saville Row: faux wood veneer on the walls and furniture, cabinets featuring interior pops of colour, brass trim and subtle JWA Anchor Logo details.

The flagship will carry the entire range of JW Anderson products including menswear, womenswear, small leather goods, shoes, handbags, accessories and special collaboration products including Converse x JW Anderson and the brand’s recently unveiled line for Moncler Genius.


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