Positioned between the hustle of Piccadilly Circus and Regent Street, Brewer street is slowly emerging as London‘s go-to fashion destination, with some of the most prestigious brands calling it home.
Earlier this week Carhartt WIP opened their doors to their first soho store. Located at 74 Brewer Street, Carhartt Work In Progress and design agency Counterfeit Studios bring a practical, imposing retail design to the area. Tall double height walls have been stripped to expose original brickwork painted in bright clinical white, simple and striking metal display tables, natural plywood fixtures and an expansive polished concrete floor, keep the design contemporary but hardwearing. A lengthy light fixture suspends from the tall ceiling running parallel to a stainless steel table running through the space, spotlighting iconic products from the Carhartt WIP collection. Amongst these raw materials sits a large marble cash desk, an exotic centrepiece at the heart of the room. The large glass window frame stretches across the shopfront, flooding natural light into the space and inviting the eyes of the passing public. The final striking point of interest comes in the form of a large hanging neon light, outlining a map of the Detroit USA, the birthplace of Carhartt workwear.
Visit the location and shop the latest collection in-store now.
(Nearest tube: Piccadilly Circus)