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Tower London launches new store on Camden High Street

Tom Shearsmith
28 September 2021

Tower London has announced the launch of a new Camden store - the first physical iteration of its recent rebrand, and the largest of five London-based locations.

Tower London has been a cornerstone of the footwear industry, going back three generations. The business was started in 1980 by Harry Demopoulos, who moved from manufacturing uppers for several British heritage brands into opening his own footwear retail locations around London.

The new store highlights Tower’s connection to London life and youth culture with a strong palette of blacks, greys, and bold yellows alongside textures of concrete and reinforced glass. Neon signage and a light box sneaker wall creates an elevated shopping experience while respecting their heritage trademark identity.

The new store and re-brand is just the beginning of a brand-wide overhaul which will take place over the next 6-12 months, allowing time for Tower customers and community to align with their elevated journey.

The overhaul will not only encompass both digital and store level brand identities, but also critically in new and exciting product offerings. With the help of Morgan Weekes of Morprime Industries, customers can expect to see an increased selection of premium brands alongside collaborative and limited-edition footwear, as well as the brands own curated streetwear apparel offering.

With existing locations across London including Brick Lane, Walthamstow, two in Wood Green, and another in Shoreditch, Tower London has become synonymous for stocking a curated edit of heritage footwear brands to represent the tastes of each corner of the city.

Now, as they take one of London’s most iconic shopping destinations, they’re honoured to be the sole authorised retailer on Camden High Street for the renowned British footwear and clothing brand Dr Martens. As the largest and longest standing brand partner, Dr Martens will have a dedicated curated area within the store, alongside other brands including Clarks Originals, Asics, New Balance, On Running, Birkenstock, Timberland and Veja.

Gerry Demopoulos, Director of Tower London, said: "Our brand and mission have solidified over the last nine years and we felt it was time to further refine the essence of our identity. Camden High Street is a unique destination, having been on our target list for a while and is the ideal place to experience the next level of growth with our customers and the local community. In addition to curating a number of great footwear brands, it is an honour to be considered an Ambassador for Dr Martens in an area so synonymous with footwear, music and with Dr Martens for decades."

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