Menswear is now worth more than £10bn to the British economy so Covent Garden is expanding on the category with its new premium menswear hub, due to open on Henrietta Street. The first five men’s fashion brands to sign up for it have now been confirmed. Edwin, Fred Perry, and Oliver Sweeney will join newly-opened stores by British designer Nigel Cabourn and The Real McCoy’s on Henrietta Street.
The announcement forms the first phase of an 18-month plan to transform 20,000 sq ft of space on Henrietta Street into a new hub for leading international brands, and more than triple the size of the menswear offering in Covent Garden. The street will boast a roster of exclusive, emerging and established labels, and a wide range of collections from premium streetwear to casual suiting. It will be Covent Garden’s very own contemporary Savile Row.
The story begins with the return of British designer Nigel Cabourn who opened the doors to his Henrietta Street store at the end of last year, and the first European outpost of vintage-inspired Japanese favourite The Real McCoy’s.
Beverley Churchill, Creative Director of Capco Covent Garden, said: “Men are more discerning than ever about where they shop. They want to have more choice and they want to be the first to discover new brands and collections. We felt there was a real gap in the market for a modern alternative to other traditional tailoring-led destinations.”
Beverley adds, “Henrietta Street offers brands an accessible base in the centre of London to reach existing customers, and an opportunity to convert many new customers in one of London’s highest footfall locations.”
British menswear designer Nigel Cabourn arrived on Henrietta Street last September with his UK flagship store “The Army Gym”. Offering classic, utilitarian designs that stay true to his British heritage, the Nigel Cabourn Authentic collection is made in the UK and uses fabrics that are sourced and woven in British mills. “The Army Gym” reflects these influences and marks the designer’s only store in the UK, having opened several successful stores in Japan.
The Real McCoy’s is the second arrival having opened its first UK store on Henrietta Street, following openings in Tokyo and New York. Founder and designer Hitoshi Tsujimoto reimagines classic designs for today by reproducing vintage 1940s’ American fashion using original machinery from the era. Signature pieces include the A-2 flight jacket and hand-crafted denim, which will be stocked alongside a hand-picked selection of branded accessories from the likes of The Superior Labor, Trickers and Viberg.
In the coming months, Edwin will open a vintage denim concept on Henrietta Street. Founded in Japan in 1947, Edwin prides itself on innovation and craftsmanship, utilising exclusive fabrication, unique technology and hand wash processes to continually progress design and fit. The first wave of new stores will be complete with new concepts by Fred Perry and Oliver Sweeney, who will relocate their existing Covent Garden presence to be part of the new menswear hub.
The transformation of Henrietta Street follows the successful development of Covent Garden’s luxury beauty quarter on the Piazza (featuring exclusive retail concepts by Burberry, Chanel and Dior), as well as the evolution of King Street into a contemporary fashion destination.