Seven cult fashion & beauty brands seek out Seven Dials

Shaftesbury has announced seven exciting retail signings totalling 6,000 sq ft in Seven Dials, further elevating the distinctive fashion and beauty offering across the highly-sought West End destination.

Selecting 57-59 Monmouth Street for its new London flagship is cult Swedish brand Nudie Jeans, which pioneers sustainable denim through ethical production, an upcycling re-use program, and a free repair service that will feature at the new store.

Also joining the atmospheric, cobble-stoned Monmouth Street are London-based contemporary womenswear labels L.F. Markey and Emin + Paul at number 31 and 33 respectively. The stores will neighbour Fashercise’s first bricks-and-mortar site, which recently opened its doors at 46 Monmouth Street.

Complementing the fashion and activewear line-up is renowned Australian skin, hair and body-care brand Aesop, which has selected 16 Monmouth Street to expand its London brand presence. Alongside the coveted unisex plant-based and laboratory-made cosmetics, the store will house fragrances, gifts, homewares and unique facial treatments. As well, holistic Parisian beauty label Aime will make its UK debut at 55 Monmouth Street, offering its waitlist-worthy skincare supplements and vitamins, all made in the South of France.

Adjacent to Monmouth Street, the recently rejuvenated Earlham Street is welcoming Oi Polloi at number 19, set to offer the same curated edit of menswear which has earned fans such as Liam Gallagher and Bernard Sumner at the original Manchester store. Brands such as Stone Island, Norse Projects and Patagonia will be available alongside shoes, accessories and exclusive collaborations.

Commenting on the raft of announcements, Sam Bain-Mollison, Group Retail Strategy & Leasing at Shaftesbury said: “To have so many renowned independent and international brands joining the destination is a credit to the authentic and eclectic style found throughout Seven Dials, and will add even more to our diverse offering in the lead up to Christmas. As well as growing the retail appeal of the area, these six new brands have been strategically positioned to strengthen the existing character of Earlham Street as a menswear hub, and Monmouth Street as the home of contemporary design, fashion and lifestyle.”

Palle Stenberg, Senior Advisor at Nudie Jeans added: “As our brand continues its strategic global growth, we were looking for a new UK location which would really spur this momentum, leading us directly to Seven Dials in the epicentre of London’s West End. Seeing the calibre of the community of brands currently situated in the village, and those joining alongside us, feels like an achievement for our store portfolio. We are dedicated to ensuring Nudie Jeans is a force for good in the retail landscape, so it’s a pleasure to join Seven Dials which is aligned in its values.”

The new fashion and beauty signings follow the recent launch of Seven Dials Market, the new all-day undercover market which has brought together a progressive line-up of independent food operators, offering a taste of London for visitors.

Cushman & Wakefield and Nash Bond represented Shaftesbury. Nudie Jeans was represented by JLL, and Aesop was represented by CWM. L.F. Markey, Emin + Paul, Oi Polloi and Fashercise dealt directly.