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GCDS opens first UK flagship store in Soho

Tom Bottomley
28 November 2019

Italian streetwear brand GCDS has opened its first UK flagship store at 4 Peter Street in the heart of London’s Soho.

The opening coincides with further GCDS store openings in Rome, Shenzhen and Hong Kong in “strategic districts,” as part of the brand’s 2019-20 retail evolution.

The design of the two-floor 860 sq ft Soho shop was conceived by the brand’s creative director, Giuliano Calza, incorporating stylistic elements from the brand’s various other boutiques worldwide.


The space has a minimalistic and future-driven design, with the collection displayed across two floors, incorporating the brand’s playful and ironic aesthetic. Special UK-only items like knitwear and gadgets will be produced exclusively for sale at the London location.

GCDS, aka “God Can’t Destroy Streetwear,” is a made-in-Italy fashion brand founded in 2015 by brothers Giuliano and Giordano Calza. The brand has grown into one of the most coveted emerging brands thanks to its ironic graphics, memorable slogans, and unexpected capsule collections.

The brand owes its fast success to its instantly recognisable graphics, embroideries, and 100% made-in-Italy craftsmanship. GCDS is currently sold in more than 400 stores worldwide.

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