British heritage sportswear brand Kent & Curwen will open its first concept store in London’s Covent Garden.
The flagship will lead a new global direction for the upmarket brand, which is led under the partnership of creative director Daniel Kearns and business partner David Beckham.
Slated to open in the autumn and located at 12 Floral Street, Kent & Curwen’s new store design will focus on a central box constructed from aged metal and hand blown green glass, with styling detail inspired by vintage gymnasiums and traditional wood paneling re-invented as ceiling detail.
The signing of Kent & Curwen reflects the retail heritage of Floral Street and within Capital & Counties Properties’ (Capco) new Floral Court development.
“Floral Street has a genuine menswear heritage. I remember the buzz around the street in the early 90s when we all looked to Floral Street for what was new in men’s fashion,” Kearns said.
“It is exciting to see that buzz returning to the street.”