High-end men’s streetwear label Represent has signed up for a new London flagship, taking space at landlord GPE’s 135/141 Wardour Street property.

The 5,000 sq ft store will cover two floors and it will be only the second store for the British brand, its first having opened recently in Los Angles, specifically in West Hollywood.

Previously, the influencer-founded brand focused on over 150 stockists worldwide, including Saks, Neiman Marcus Group, Nordstrom, Flannels, Selfridges and Harrods.

The new flagship will open in early 2025 and will be the brand’s biggest store to date. While Wardour Street has historically been best known for its links to the British film industry, the area in the heart of Soho has become much more fashion-focused in recent years. 

The store’s location on the corner of Wardour Street and Broadwick Street, means it’s in a prominent position, close to other fashion store and within a five-minute walk of Tottenham Court Road’s Elizabeth line station. 

The label has committed to a 10-year lease and Sarah Goldman, Head of Retail at GPE, said the landlord has “no doubt that the luxury streetwear brand will sit well among the local retail offer adjacent to brands including Supreme, Stussy and Ami; the area’s appeal is clearly fast becoming the key location for all the newest streetwear brands”.

And Represent CEO Paul Spencer added that “for us, London is not just the country’s capital, but also a culture and fashion landmark for the whole of Europe, with more international footfall than anywhere else in the UK. As a British brand, it only makes sense to showcase our collections to the international market there”.