Style Of Our Own Launches New Women’s Sports Store in London
In an exciting development for women’s sports in the UK, Laura Youngson, founder of Ida Sports, announced a new pop-up store called Style Of Our Own London, or SOOO, set to open on Regent Street. This location, situated next to the Apple Store and close to Oxford Circus, aims to become a central hub for women’s sporting goods.
A Community Hub for Women’s Sports
SOOO is designed to be a focal point for women’s sports during a summer filled with international athletic events. The store will offer high-quality sports gear and merchandise from over 20 independent UK brands, thereby promoting a diverse range of options for female athletes.
Innovative Events and Activities
Throughout the summer, the store will host more than 200 events covering a variety of sports, including rugby, golf, tennis, cricket, football, athletics, netball, and basketball. These events aim to engage both participants and audiences, enhancing the visibility of women in sports.
Support and Funding
The initiative is supported by Mastercard, which is collaborating with Westminster City Council’s ‘Meanwhile On’ project to provide funding and expert retail assistance. The Crown Estate has generously provided the premises for this innovative venture.
Exclusive Shopping and Testing Opportunities
Opening on Thursday at 245 Regent Street, SOOO offers consumers the chance to shop from indie sports brands that have previously only been available online. Customers will also have the unique opportunity to test equipment on the store’s dedicated three-a-side football pitch, in addition to participating in various events, including workshops and organized runs.
Featured Brands
The store will showcase a variety of brands, including:
- AFTA, focusing on football gear
- Boob Armour, specializing in breast support and sports bras
- Forelson, offering women’s golf apparel
- Freyja Fit, providing gym equipment
- Yana Active, known for activewear
- Sophie Hird Studio, featuring upcycled sportswear
- Ida Sports, among many others
Vision for Women in Sports
Laura Youngson remarked on the mission of SOOO: “We believe women should have access to the best equipment whether they’re lacing up for a run on the pitch, attending a fitness class, or representing their country in a competitive fixture. It’s fantastic to now have a community hub stocking independent women’s sports brands right in the middle of town.”
A Step Towards An Inclusive Economy
SOOO was selected from over 800 contenders for Westminster City Council’s ‘Meanwhile On’ program, which aims to foster innovative brands in prominent retail spaces while providing substantial relief on business rates. This initiative not only addresses vacant retail spaces but also promotes a more inclusive and fair economy.
Geoff Barraclough, Cabinet Member for Planning and Economic Development, emphasized that the project targets revitalizing the West End’s retail landscape: “SOOO is a brilliant example of that vision in action. It supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses.”
Laura Thursfield, leasing director for retail at The Crown Estate, stated, “It is only fitting that we support Style of Our Own in creating a hub for women’s sport… providing a space for small businesses to showcase their products in an iconic shopping destination.”
For anyone interested in women’s sports and independent brands, SOOO promises to be an essential destination this summer.
