Autry, the vintage-inspired sneaker brand founded in 1982, has launched its first UK store in London’s Soho. Known for combining 1980s American style with contemporary, sports-driven design, the brand’s latest retail addition reflects its growing international presence and commitment to craftsmanship, quality, and comfort.
The new 2,600-square-foot boutique offers an immersive brand experience, incorporating design cues from American heritage and sport culture, all realised through a distinctively Italian lens. Inside, the store showcases Autry’s unisex sneaker collection, celebrated for its retro aesthetic and performance-oriented construction.
This opening reinforces Soho’s status as a preferred location for first-time UK ventures by international brands. Autry joins recent arrivals including TALA, which is due to open this month, PANGAIA, Salomon, and new hospitality concepts such as Goldies, Donia, The Counter, and Two Floors.
Will Oliver, Retail and Restaurant Director at Shaftesbury Capital, said: “Autry’s debut UK store continues to spotlight the unparalleled appeal of Soho, and our ability to partner with the best brands around on their physical retail journeys. Its reputation for firsts and our emphasis on creating a world-class environment for consumers is why Soho is so often a primary target for international brands looking to make their mark in the UK. We’ve actively curated a leading collection of retailers in Soho, with Autry another high-quality addition to our community.”
Roberta Benaglia, Founder and CEO of Style Capital, added: “The opening of Autry’s first flagship store in London marks a pivotal moment in the brand’s journey. It’s more than a retail milestone, it brings Autry’s iconic values to life through a space that reflects our identity. London, with its cultural vibrancy and global spirit, was the natural first stage for this step. This boutique represents a new chapter in our strategy to build a strong international presence and connect with our global community, combining authenticity, quality, and a bold vision for the future.”
The brand’s UK debut places it among a growing list of lifestyle and fashion retailers expanding into Soho. Autry now sits alongside brands such as Grown Alchemist, GANNI, Samsøe & Samsøe, and food and drink operators Bar Kroketa and Mountain, reflecting the area’s continued draw for forward-thinking international labels.
