Carhartt WIP selects Shaftesbury Capital's Soho for London flagship, joins recent investment from long-standing tenants

Shaftesbury Capital has announced that Carhartt WIP,the lifestyle and apparel brand that draws inspiration from workwear originals, has signed for a new flagship store in Soho. Opening on 33-35 Brewer Street, the signing signifies the leading landlord’s ability to deliver prime, flagship spaces for best-in-class brands.

Carhartt WIP will open a 4,000 sq ft store and stock the brand’s seasonal men’s and women’s collections, as well as gadgets, accessories, and special collaborative projects. The space will be designed by creative director Salome Faeh and the Milan-based architect Andrea Caputo, who have worked together on numerous retail locations across the globe. Carhartt WIP Soho will launch later this summer, relocating from its current location on Brewer Street into a larger unit within the Shaftesbury Capital portfolio. 

Building on its long-standing relationship with Shaftesbury Capital, Carhartt WIP’s new Brewer Street flagship will join the brand’s existing store in Seven Dials, demonstrating the landlord’s extensive appeal, active management, and collaborative approach in securing best-in-class brands. Carhartt WIP will sit alongside complementary retailers within Soho such as A.P.C., Axel Arigato, END, and Paul Smith, and is the latest in a long line of flagship sites at the leading West End destination, shortly following the likes of Wolf & Badger and PANGAIA.

Michelle McGrath, Executive Director at Shaftesbury Capital, commented: “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.”

Elsewhere in Soho, three more leading fashion brands have 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 only one of two physical stores for the young fashion brand in the UK.