Colorful Standard opens London flagship at Seven Dials

Danish fashion retailer Colorful Standard has opened a new permanent flagship space in Shaftesbury's Seven Dials.

The sustainable essentials brand has become the latest retailer to join Seven Dials, opening a 872 sq ft unit on 16 Earlham Street. Colorful Standard was first introduced to Seven Dials last year, with a pop-up store as part of the retailer’s London expansion.

The new flagship space stocks Colorful Standards’ collection of clothing and accessories made from 100% organic cotton, recycled merino wool and other plant-based materials in over 20 styles and 50 eco-friendly colours.

Tue Deleuran, Founder and CEO of Colorful Standard, said: “The UK is our fastest growing market, so it was a natural development for Colorful Standard to open a second flagship store in central London. The multicultural and diverse catchment Seven Dials attracts, makes it the perfect location for this flagship. It has been great to work so closely with the Shaftesbury team who are committed to creating opportunities for environmentally conscious brands.”

Samantha Bain-Mollison, Retail Director at Shaftesbury, said: “Colorful Standard’s decision to take a permanent flagship space within our community demonstrates the value we place on nurturing and incubating emerging brands with an environmentally centred ethos, something we have been focusing on as a landlord.”