Kent & Curwen to open flagship store in Covent Garden

Kent & Curwen, the British heritage men's brand backed by David Beckham, has revealed plans to open a new flagship store this autumn on Floral Street in London's Covent Garden.

The new store concept has been created by Paris architects architecture & associe and will herald a new global direction for the brand. The design will focus on a central box constructed from aged metal and hand blown green glass, with styling detail inspired by vintage gymnasiums and traditional wood paneling re-invented as ceiling detail.

Creative director of the brand Daniel Kearns said the London street, which is also home to a Paul Smith flagship, had a genuine menswear heritage. "I remember the buzz around the street in the early 90's when we all looked to Floral Street for what was new in men’s fashion. It is exciting to see that buzz returning to the street," he said.

Kent & Curwen was founded as a neckwear brand by Eric Kent and Dorothy Curwen in 1926 after the pair had met on Savile Row. It went on to dress some of the world's most famous men from movie stars such as Laurence Olivier and Michael Caine to the Rolling Stones. In 2015 former footballer and style icon David Beckham invested in the business and today it is run in partnership with Kearns and Beckham.

The lease on the store at 12 Floral Street was agreed with Capital & Counties Properties (or Capco), which has been repositioning the street as a fashion and lifestyle destination. "We are delighted that British heritage brand, Kent & Curwen, has chosen Covent Garden’s Floral Street as the location for their unique flagship store. The signing evidences the strategic vision for our estate, focusing on best in class retail and enhanced customer experiences through the curated approach to Covent Garden as a retail destination," said Capco Covent Garden director Michelle McGrath.