Avirex takes up two new residences in London's Soho and Fitzrovia

New York-based Avirex, which was acquired by British sports and streetwear distributor Focus Brands last year, is set to open two pop up stores in London’s Soho and Fitzrovia.

1975-founded Avirex has  roots in the US military and is most famous for the iconic Maverick leather flight jacket. Now, the brand has moved into the streetwear market, renowned for its graphic badging and high-quality fabrication.

The pop-ups, on Soho’s Berwick Street and Fitzrovia’s Eastcastle Street, will simultaneously open on 15 September. The two new locations add to the existing store in Shoreditch, which has been trading since the brand’s UK and European relaunch in July 2022.

The 103 sqm Berwick Street store will become the brand’s largest retail site, while Eastcastle Street's 25 sum store offers a boutique shopping experience.

Head of Marketing for Focus Brands, Jennie Bianco, commented: "Avirex has had a fantastic first year back in the UK and European markets, and we are thrilled to be in a position 12 months on from launch, that we are able to expand the brand’s physical retail presence.

"The majority of Avirex customers are located in the capital at the moment, and both the Berwick Street and the Eastcastle Street sites are great central London positions and just in time for the new season launch and peak!"

The brand worked with commercial interior and experience design studio, White Room, to develop a new design concept for its bricks and mortar shopping experience. As a result, the store’s aesthetic is sleek and minimal, whilst nodding to Avirex’s aviation heritage.

Charlie Haslehurst, Creative Director at White Room, said: "Our objective was to create a store environment that fully immersed customers in the brand... We also took influences from the rich history Avirex has in aviation, music culture and the celebrity world. These have been woven through the store design, adding to the strong brand feeling."

In April 2022, it was announced that JD Group-owned distribution firm Focus Brands acquired a five-year licenses for American military apparel brand Avirex. The deal means Focus now manages design, distribution, sales and promotion across the whole of Europe for Avirex.