Alder & Green unveils debut London flagship

Responsible menswear brand Alder & Green has opened the doors of its first flagship London store at Lamb’s Conduit Street, Holborn.

Olympic rower and brand ambassador Tom George hosted the ribbon-cutting event at the 480 sq ft store, which offers a range of 30 sizes across two-shirt fits to ensure the perfect fit. The range of sizes and fits allows the company to reduce its returns, waste and the carbon footprint of products.

Launched in 2021, Alder & Green is "re-establishing what a modern menswear brand should be", by developing responsible men’s shirts and accessories to encourage consumers to buy less and buy better.

All products are "ethically sourced and manufactured to the highest quality" and made with 100% organic cotton. All shirt packaging is made from compostable potato starch bags and all the delivery packaging is 100% recycled and recyclable.

The brand has partnered with ecologi to support their carbon offsetting, with over 38 tonnes of carbon reduction to date, over 500 trees planted, and 12 projects funded. In addition, Alder & Green has recently signed on as a stockist with John Lewis, with products to be rolled out over the next few weeks.

Commenting on the brand expansion and its first retail space, Cormac Folan, co-Founder of Alder & Green said: “We are delighted to open the doors to Alder & Green’s first London store and be part of the great community in the area that supports independent retailers at its heart. We had a pop-up before Christmas directly opposite our new store so we already feel at home. The store was previously a beautifully fitted out J Crew Men’s store, so we’ve tried to re-use the fittings where possible to reduce the carbon footprint of the set-up of the store.

“Alder & Green is about slowing down, investing in one or two key wardrobe pieces and knowing where your garment has come from and how it has been produced. Opening the flagship store, team growth and partnering with John Lewis are exciting steps on our journey and as we continue to grow.”