Sealskinz, known for its waterproof outdoor accessories, is opening a new pop-up store in London. This store, situated in Westminster at 29 Marylebone Lane, W1U 2NQ, launched on 18th November 2023 for a period of eight weeks. It’s a unique opportunity for city dwellers and outdoor enthusiasts alike to experience the brand’s offerings in a central urban location.
The pop-up will feature the ‘Vitae’ collection, a venture into contemporary clothing and accessories designed by Ray Kelvin, the founder and former CEO of Ted Baker. Kelvin, who acquired Sealskinz in late 2022, has focused on evolving the brand to appeal to a modern consumer base. The ‘Vitae’ range represents Sealskinz’s first step into apparel, offering pieces that prioritize functionality and are crafted from sustainable materials such as bamboo and organic cotton. This collection is known for its vibrant colours, a hallmark of Kelvin’s design philosophy.
Alongside the ‘Vitae’ collection, the store will showcase Sealskinz’s core range of waterproof accessories. These include the brand’s innovative three-layer sock, a pioneering product in the endurance market, and its Fusion Control waterproof gloves. The assortment aims to cater to a growing demographic seeking practical, stylish solutions for outdoor activities in urban settings.
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“Our goal is to offer adventurers the perfect combination of functionality and style, enabling people to tackle the outdoors in any weather condition, in high-quality kit they trust. Our first UK pop-up store marks an exciting moment for us, allowing customers old and new to explore the ‘Vitae’ collection and wider range close up,” said Kelvin.