Cords & Co opens store in London's Soho

Cords & Co, which is the world's first premium corduroy brand for men and women, has officially opened its store in London's Soho.

The 560 sq ft store at 2 Silver Place stocks an assortment of the brand's corduroy ranges as well as some special products and collaborations.

In addition to London the brand has also opened two stores in Stockholm and one in Paris and Los Angeles this autumn. A further store is planned for New York.

The London store concept was created in partnership with Swedish architects In Praise of Shadows and is inspired by a mix of skate culture and high fashion.

One the lower level of the store an installation by Swiss artist David Colombini is currently housed. The Weather Followers is a sculpture connected to a web app that "brings seredipity" into people's lives using constantly evolving weather data recorded by four weather instruments. It will be available to view until mid-November.

Cords & Co CEO Omar Varts said corduroy had "a strong, historical connection to London - its musicians, artists, its culture". "We're surrounding ourselves with friends, who are creatively contributing to the city, and we are opening in a part of London that has such vibrancy and energy," Varts added.

The brand announced its global launch in August which included the opening of its standalone stores as well as launching with selected retail partners.