Barcelona-born on‑demand fashion label ALOHAS is preparing for its UK retail debut, with its first bricks‑and‑mortar store set to open in London’s Soho at 45 Beak Street this September.
The store will present a curated selection of ALOHAS’s most iconic footwear alongside new‑season items, retaining the brand’s on‑demand production ethos: customers can try on samples in store, place an order, and have products produced and shipped directly—an approach designed to reduce overproduction. A limited quantity of best‑selling designs will also be available for immediate purchase.
In a statement, Alejandro Porras, founder and CEO of ALOHAS, said:
“This is an incredibly exciting milestone for us. London has always been a global reference point for style and creativity, and opening here feels like a natural step in ALOHAS’ journey. We can’t wait to connect with our London community in a more personal way.”
This new location continues ALOHAS’s international expansion, which already includes standalone stores in Paris, Milan, New York, Amsterdam, Madrid and Barcelona. The brand is also already available in the UK through premium retailers such as Selfridges, Harrods, Net‑a‑Porter and Next.
The decision to open in London underscores ALOHAS’s commitment to combining sustainable production with bespoke customer experiences. The on‑demand model allows the brand to offer a diverse range of designs while keeping stock minimal, aligning with growing consumer demand for more responsible fashion.
