Workwear-inspired lifestyle and fashion brand Carhartt WIP has signed up for a new Soho, London flagship store. It’s on the estate of giant landlord Shaftesbury Capital at 33-35 Brewer Street, a street that’s proving increasing popular for edgy, premium and upscale labels.

Current residents include JW Anderson, Stone Island, Champion and Heaven by Marc Jacobs.

Not that it’s a completely new location for Carhartt, which is moving from further along the street (number 72-74) into the larger space, a strong sign that the neighbourhood is working for the label.

The new store will cover 4,000 sq ft and will stock the brand’s seasonal men’s and women’s collections, as well as gadgets, accessories, and collaborative projects. 

The space is being designed by creative director Salome Faeh and Milan-based architect Andrea Caputo, who have already worked together on numerous retail locations globally. 

Carhartt WIP Soho will launch later this summer and will join the label’s existing space in Covent Garden’s Seven Dials area (also controlled by Shaftesbury Capital).

As well as Brewer Street developing strongly as a fashion destination, the wider Soho area is increasingly appealing to brands and retailers and within Soho we can also find APC, Axel Arigato, END., Paul Smith, Wolf & Badger and Pangaia.

Elsewhere in Soho, three more fashion brands have recently invested in the neighbourhood. Levi’s is undertaking a comprehensive refurbishment of the 51 Carnaby Street unit; Astrid & Miyu will soon be upsizing into a new space on Foubert’s Place; and Scotch and Soda is returning to Carnaby Street, for what will be one of only two physical stores for the brand in the UK.

Michelle McGrath, Executive Director at Shaftesbury Capital, said: “Soho is synonymous with creativity, authenticity, and cutting-edge fashion, so to have a leading brand such as Carhartt WIP, which encompasses all of these qualities, expands its footprint within our destination, cements its strong market positioning. Carhartt WIP has a great understanding of the West End customer, and we are proud of the relationship that we have built with them over time, culminating in this flagship signing. Their dedication to the neighbourhood is matched by other leading international brands, similarly seeing the opportunity continued investment in Soho can create.”