Covent Garden’s Seven Dials neighbourhood continues to attract global interest with the opening of four new stores. This includes independent British menswear brands and a significantly upsized flagship for a footwear brand. The new additions to the area are NN.07, Form&Thread, Wax London, and Vivobarefoot, each bringing a unique offering to this dynamic part of London.
Sustainable menswear brand, NN.07, is launching its first standalone UK store at 7 Earlham Street this August. Known for its refined collection of menswear essentials, NN.07 focuses on responsibly made, high-quality materials. The Covent Garden store represents a significant milestone for the brand, marking its expansion in the UK. NN.07, previously available only through luxury stockists, now offers its products directly to consumers in this prime location.
Form&Thread, another addition to the menswear lineup, has recently opened its doors at 68 Neal Street. This is the brand’s second permanent location in London and its first in the West End. Form&Thread’s Covent Garden store features ethically produced, easily wearable clothes crafted from the finest materials. The brand collaborates with like-minded partners to reflect its sensibilities, offering a modern and mindful menswear collection.
Wax London has also joined the Seven Dials neighbourhood with a new store at 45 Neal Street. This location is Wax London’s largest store to date and their third standalone boutique. The store offers an extensive collection of the brand’s clothing, footwear, and accessories. Wax London is dedicated to slow fashion, blending British heritage, Mediterranean sensibility, and Indian craftsmanship to create clothing that inspires confidence and self-expression.
Reaffirming its commitment to Neal Street, Vivobarefoot is significantly expanding its flagship store, increasing its size by 50%. Located at 57 – 59 Neal Street, the new space will also serve as the brand’s office headquarters. Set to open in Autumn, the flagship store will feature an array of barefoot trainers, including vegan, winterproof, and ‘swimrun’ models. Vivobarefoot will enhance the in-store experience by offering one-to-one tuition sessions with a running coach and barefoot technique training. The store’s design will draw inspiration from the natural environment, featuring wood panelling, classic Vivo hexagon surfaces, and a 75 sq ft purified living plant wall.
Michelle McGrath, Executive Director of Shaftesbury Capital, expressed her excitement about the new openings: “To have such a strong calibre of independent, innovative and sustainable brands join Covent Garden’s Seven Dials is credit to the authentic and dynamic neighbourhood we have nurtured. Whilst Covent Garden is synonymous with debut openings, flagship stores and innovative concepts, evidenced by the introduction of NN.07, Form&Thread and Wax London, it also consists of a close community of partners which Shaftesbury Capital works in collaboration with, so it is rewarding to see existing brands continue to commit to the destination, like Vivobarefoot in their latest neighbourhood expansion and head office relocation.”
The recent addition of these brands follows the opening of Italian luxury stationery brand, Moleskine, on Seven Dials’ Neal Street. Having relocated from King Street, Moleskine’s new store offers its renowned range of premium products, including iconic notebooks, diaries, and writing tools.
