The Collection to open flagship store in Soho

The Collection, an outlet stocking exclusive streetwear and rare designer goods, will open a flagship store on London's Brewer Street this month.

The pioneering concept space will be the UK’s first exclusive fashion gallery store educating customers on the product history of over 1,000 unique pieces. Covering 1,215 sq ft, the two-storey space will house "the world’s first fashion-themed café" featuring a menu of cakes inspired by famous brands and serving hot beverages by Monmouth Coffee.

Museum-style display techniques will showcase a range of more than 100 unique and rare sneakers, for men and women, alongside thousands of pieces of collectible streetwear and accessories from brands including Supreme and Louis Vuitton among others. Iconic pieces include the world’s only Supreme x The North Face sample jacket.

Addy Williams, Senior Retail Portfolio Manager at landlord Shaftesbury said: “We are excited to announce this new, unique concept to Soho on Brewer Street. The Collection will be an influential retailer in the neighbourhood, offering an exclusive range of iconic streetwear and rare designer piecesfor a wide scope of international customers.”

The Collection is the latest addition to the thriving Soho fashion and street style scene, which also includes END, Axel Arigato, Footpatrol and Palace.