Shaftesbury Capital has announced that Carhartt WIP, the lifestyle and apparel brand inspired by workwear originals, has signed for a new flagship store in Soho. Opening at 33-35 Brewer Street, this signing showcases Shaftesbury Capital’s ability to deliver prime, flagship spaces for top-tier brands.
Carhartt WIP will open a 4,000 sq ft store stocking 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 collaborated on numerous retail locations worldwide. Carhartt WIP Soho is set to 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. This move demonstrates Shaftesbury Capital’s extensive appeal, active management, and collaborative approach in securing premier brands. Carhartt WIP will sit alongside complementary retailers within Soho such as A.P.C., Axel Arigato, END, and Paul Smith. This latest addition to the West End destination follows recent flagship sites like 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 fashion brands have invested in the neighbourhood. Levi’s is undertaking a comprehensive refurbishment of its 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, establishing one of only two physical stores for the brand in the UK.
