Motorcycle brand Norton has launched its debut clothing store in London's Soho district.
Norton Clothing will launch its first UK store in Beak St, selling its heritage range of clothing.
The company was formed in 1898 and has built a reputation as a British institution for engineering and style, with its models being used in World War II and remaining a favourite for collectors.
It currently has only one other clothing outlet in Barcelona. Its new West End store will spread across 2040 sq ft over a ground floor and basement unit.
“The Norton brand has endured for more than a century and is naturally associated with high-quality and prestige, thanks to a history of esteemed craftsmanship and celebrity endorsements,” said Michael Horwitz, of real estate company CBRE.
“Situated just off Carnaby St, the new outlet will offer shoppers a taste of Britain’s motorcycling legacy and will no doubt prove as successful in Norton’s home country as it has been abroad.”