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The Rolling Stones to open “world exclusive” flagship store on Carnaby Street

Tom Bottomley
20 August 2020

The Rolling Stones are getting to set to open a “world first” branded standalone store called ‘RS No. 9 Carnaby’ at 9 Carnaby Street in London on 9 September, 2020, in partnership with Bravado, Universal Music Group’s merchandise and brand management company.

Key fashion pieces and accessories brandishing the band’s iconic lips and tongue logo will be the focal point, with higher end designs – including leather jackets with the logo on the back – upgrading the usual “merch” band offer to appeal to a more discerning Carnaby Street shopper and fans of the band of all ages.

Perhaps fittingly, Mick Jagger, Keith Richards, Charlie Watts and Ronnie Wood used to buy their flamboyant stage gear from John Stephen – “The King of Carnaby Street” – in the 1960’s and early 70’s.

An insider spokesman for The Rolling Stones said: “Soho has always encapsulated rock ’n’ roll so Carnaby Street was the perfect spot for our own store. We are confident this exciting project, that our friends at Bravado have created, will be an unrivalled experience for everyone to come to London and enjoy.” 

The collections include exclusive and contemporary collaboration pieces including men’s, women’s and children’s fashion and accessories. On top of all that a special glassware has been developed with Baccarat - engraved with The Rolling Stones tongue.

The store will also feature chairs and scarves from The Soloist, and raincoats and hats from premium Swedish raincoat brand Stutterheim. Just in case you can’t get “Undercover” when the heavens open.

As another exclusive, the store will introduce ‘Stones Red,’ the official colour from Pantone - established from the first use of the band’s iconic logo. A collection celebrating The Rolling Stones official Pantone colour will launch with the store featuring premium pieces that will no doubt become collectible.

The band’s continuing album and single releases will be central to the new shop and top of the range Bowers & Wilkins speakers will boom out tracks from the acclaimed “greatest rock ‘n’ roll band in the world” - including the upcoming release of the remastered ‘Goats Head Soup album and ‘Scarlet single.

Jointly curated by The Rolling Stones and Bravado, the shop fit follows the brand colours of red and black and the glass floor features lyrics. Another designer touch will see the fitting rooms adorned with iconic Stones album artwork. 

THE ROLLING STONES

Mat Vlasic, CEO of Bravado, commented: “With this innovative partnership, The Rolling Stones add yet another cultural touchpoint to their rich legacy. 

RS No. 9 Carnaby is the result of years of planning and decades of building one of the world's most recognised brands. It creates a destination where fans can connect and immerse themselves in the music, style and spirit of one of the world's most iconic and beloved bands.

Samantha Bain-Mollison, Director of Retail at the new store’s landlord, Shaftesbury, added: “We are delighted that the Rolling Stones have chosen Carnaby to open their global first store.

“The band has such amazing heritage in the Carnaby and Soho area, and the new store will enhance the existing brand line up on the street by offering a really unique experience - alongside premium fashion collections.” 

For those in the know, the store’s window will feature a world first soundwave installation – taken from the opening to the 1966 hit track ‘Paint It Black’.

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