Style Of Our Own London (SOOO), a new store dedicated to women’s sport, opened its doors at 245 Regent Street on Thursday 5 June. The initiative, founded by Laura Youngson of IDA Sports, addresses the need for high‑performance, comfortable sports gear tailored specifically for women.
The store features a changing line‑up of small, independent sports brands, many of which have primarily operated online until now. Shoppers will have the chance to browse these collections in person, trial equipment on the in‑store three‑a‑side football pitch, and participate in a programme of more than 200 events across the summer. These include expert talks, practical workshops, group runs and community gatherings.
Laura Youngson, founder of IDA Sports and SOOO, said:
“At SOOO, we believe women should have access to the best equipment whether they’re lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It’s fantastic to now have a community hub stocking independent women’s sports brands right in the middle of town. SOOO is going to be the home of women’s sport this summer and we can’t wait to meet you all.”
Support for the store comes from Mastercard, which is providing funding and marketing support. The financial services company is also involved in promoting independent businesses and has a long‑standing commitment to women’s sport.
Charlie Carrington, Senior Vice President of Marketing and Communications for Mastercard UK & Ireland, said:
“As a longstanding sponsor and supporter of sport, we know how much passion and enthusiasm is out there. And we’re incredibly excited that women’s sport, which we’ve supported and championed for years, from grassroots to championships, continues to reach new heights. SOOO harnesses this, bringing high quality sports gear to women, helping small businesses thrive and providing an opportunity for fans to come together. At Mastercard, we always put fans and players first and SOOO is one of the many ways we do this.”
SOOO was chosen from a pool of over 800 applicants for Westminster City Council’s Meanwhile On programme, which grants access to prominent retail units and offers rate relief, store design budgets and retail consultancy. The scheme is designed to invigorate high streets through innovative and community‑focused retail initiatives.
The design of the store was led by Octagon, which collaborated with the partners to create a space that balances retail, sport and community engagement in a high‑profile central London location.
Councillor Geoff Barraclough, Cabinet Member for Planning and Economic Development at Westminster City Council, commented:
“We launched the Meanwhile On programme to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in action. This project supports the long‑term health of West End retail by reactivating vacant units with creative, purpose‑driven businesses. It’s not just about filling empty shops, it’s about creating dynamic, modern experiences that will bring people back to our high streets.”
The Crown Estate has provided the retail space for the store on Regent Street. Laura Thursfield, Leasing Director – Retail at The Crown Estate, said:
“Regent Street has long been home to ‘firsts’ in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS’ first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women’s sport. It is a source of great pride that we are welcoming this exciting platform for women’s sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.”
The launch coincides with a season of major women’s sports tournaments in the UK, covering rugby, tennis, athletics, football, golf, cricket, netball and basketball. Reports continue to highlight the need for sportswear tailored to women at all levels of competition. By providing a retail space and a community platform, SOOO seeks to bridge this gap and support both athletes and independent businesses.
Open daily from 5 June until 31 October, the store is set to operate as a hub for women’s sport throughout the summer.
