Richard James opens first standalone store for new sports line in Soho

Richard James London, a sportswear sub-brand launched by Savile Row tailor Richard James during lockdown, has opened its first standalone store in London’s Soho.

The new 1,100-square-foot store is located at 21b Noel Street, and stocks the brand’s 32-piece line of active and casual menswear.

Sean Dixon, co-founder of Richard James said: “Soho is the ideal location for Richard James, which targets a young demographic.”

Richard James London has been in the works for about two years, but we were fortunate enough to have everything in place to go live online before the pandemic.”

“We were able to pivot our focus to 100% digital, and as a result of launching at a time when most people were working from home, we saw our online sales double over the space of a week.”

Retail prices range from £55 pounds for t-shirts to £275 pounds for outerwear.

Richard James has shifted from its traditional collection model and instead will be relasing bi-monthly drops.

The London collection is currently only available in store and on the brand’s website but there are plans to move into wholesale.

Richard James also operates a bespoke store and ready to wear store in Mayfair.

As part of our “In Conversation” Podcast series, TheIndustry.fashion speaks to Sean Dixon, Co-founder of Richard James Savile Row.