Route One opens first London store
Streetwear and skate retailer Route One has chosen Neal Street in Seven Dials as the location for its first London store.
The 2,000 square foot shop will stock over 100 skate and street brands including Nike SB, Vans, Adidas, Huf, RIPNDIP, Polar, Santa Cruz and Thrasher, together with Route One’s own cult label.
Route One also operates Launches, an app and standalone section of its website where customers can find information on the latest limited edition sneaker releases. In line with this, the Seven Dials store will feature an experiential area called the The Vault that will house the Route One’s sneaker archive.
Richard Boissevain, co-founder of Route One, said: “While we have considered opening a store in London for some time, this space in Seven Dials really stood out to us due to the precinct’s strong retail reputation and notoriety as a hub for the wider London skate community. Route One has established a loyal following in the capital, so it is fantastic to launch in such a prime location of the city and grow this online community through our one-of-a-kind store experience.”
Other recent additions to the Seven Dials shopping district include menswear brand L’Estrange and homeware and lifestyle brand Olive Jennings. The signings coincide with Shaftesbury’s significant investment into the Neal Street area of Seven Dials, which has included the creation of a new flagship retail space and refurbished office space. The company has also made improvements to the public realm.
Samantha Bain-Mollison, retail director at Shaftesbury, said: “To be welcoming the debut London site for Route One is fantastic for Seven Dials. The retailer’s independent spirit and focus on experience aligns well with our own ethos as a destination, and we’re confident that Route One’s offering will resonate amongst the Seven Dials community as successfully as it has in other parts of the UK. We look forward to seeing the hype which the store’s limited-edition drops and exclusive vault is sure to spark.”
