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Carhartt WIP to relocate and upsize Soho flagship

Tom Bottomley
30 May 2024

Carhartt WIP is set to open a new 4,000 sq ft flagship store at 33-35 Brewer Street in Soho later this summer, relocating and upsizing from its current unit at 72-74 Brewer Street.

The new store will offer a wider selection of Carhartt WIP’s seasonal men’s and women’s collections, as well as accessories, gadgets and special collaborative projects.

The move to a larger space builds on the brand’s long-standing relationship with London landlord Shaftesbury Capital, who also own Carhartt WIP’s store at 13-17 Earlham Street in Seven Dials (though they do not own the current Brewer Street store).

Michelle McGrath, Executive Director at Shaftesbury Capital, said: “Carhartt WIP has a great understanding of the West End customer, and we are proud of the relationship that we have built with them over time, culminating in this flagship signing.

“Their dedication to the neighbourhood is matched by other leading, international brands, similarly seeing the opportunity continued investment in Soho can create.”

Established in 1994 by Edwin Faeh, Carhartt WIP, which stands for Work In Progress, is a separate business to the Carhartt brand – which was founded in the US in 1889.

Carhartt WIP has a license to manufacture Carhartt products outside of the US, creating its own collections based on original Carhartt workwear – “engaging with the subcultures that have embraced it”.

Carhartt WIP, which opened its first store in London in 1997 and today operates over 80 brick-and-mortar locations worldwide, also has its own skate team and music department, while supporting an array of artists and releasing various publications.

Since 2010, Carhartt WIP has also worked “with a number of like-minded collaborators”, including A.P.C., Converse, Fragment Design, Junya Watanabe, Nike, Underground Resistance, and Motown.

Also in the Shaftesbury Capital estate, Scotch & Soda is returning to 14 Carnaby Street, the unit it previously occupied until it was closed last summer following the brand’s buyout in May 2023 by New York brand management company Bluestar Alliance.

Additionally, Levi’s is undertaking a comprehensive refurbishment of its store at 51 Carnaby Street, and jewellery brand Astrid & Miyu will soon be upsizing from number 10 to 5-7 Foubert’s Place - just off Carnaby Street.

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