Thames MMXX, the fashion label founded by British skateboarder and designer Blondey McCoy, has officially opened its first permanent brick-and-mortar store, marking a significant milestone for the brand. Located at 53 Brewer Street in the heart of London's vibrant Soho neighbourhood, the new retail space represents a pivotal moment for McCoy's eclectic label, which has traditionally operated through pop-up shops and collaborations.
The opening of the Soho store is described by the company as an "important milestone," signifying a new chapter for Thames MMXX. While the brand is firmly entrenched in the modern street-meets-sport fashion world, the new store boasts a "quaintly traditional-looking" facade, a characteristic of the historic properties in this part of the city. McCoy expressed that he has been patient in his search for the ideal permanent space, stating, "I've kept an ear to the ground for years for exactly the right shop. I wouldn't waste anyone's energy pursuing anything less."
McCoy revealed that he had his eye on the Brewer Street property as early as 2019, but it was already occupied at the time, and the label was not yet equipped to occupy it. Seven years later, the opportunity arose again, allowing Thames MMXX to establish a tangible presence in a city that McCoy considers its home. He highlighted the unique appeal of the corner location with "properly bowed windows," a feature he deemed essential for the storefront.
Before securing this permanent location, Thames MMXX had created "glimpses of our world in shops which already exist" and had established "The Front Room," a studio space on the second floor that operated on a booking-recommendation basis. While The Front Room served as more than a mere stopgap, the ambition was always to open a dedicated physical store.
Thames MMXX's commitment to its London roots is evident in McCoy's statement about contributing "more tangibly than ever to this city which will always be our home." The brand's journey has been characterized by a deliberate approach to growth, with McCoy emphasizing that he and his team have "inadvertently vetted the will-be staff for years" and that they "in turn, have inadvertently prepared." This suggests a well-thought-out expansion, built on experience and readiness.
The opening of the Thames MMXX store coincides with broader trends observed in the UK fashion market. Reports indicate a surge in popularity for denim, with Levi's highlighting 'jorts' (denim shorts) and neutral tones as key summer bestsellers. The brand also noted a significant increase in searches for 'jorts' in the UK, with expectations for continued growth. Furthermore, linen and poplin tops and dresses are proving popular, with summer dresses seeing a substantial sales increase.
Other recent developments in the UK fashion scene include Topshop linking with Elle for a summer styling event at its London HQ. The beauty sector has also seen activity, with Boots opening its second beauty-only store. In terms of broader industry appointments, Lenzing has appointed Georg Kasperkovitz as its new CEO. Meanwhile, Burberry has announced a delay in its net-zero emissions target, pushing it back by 10 years to 2050.
The fashion industry continues to grapple with issues of sustainability, with a new study linking western textile overproduction and recycling to eco-pollution in Africa. This underscores the growing importance of conscious consumption and responsible production practices within the sector. The emergence of brands like Thames MMXX, with their distinct aesthetic and direct connection to a specific subculture, also reflects a trend towards brands creating unique retail experiences that resonate with their core audience.
The establishment of a physical store for Thames MMXX in Soho is likely to foster a stronger sense of community and provide a more immersive brand experience for its customers. It also positions the brand to capitalize on the foot traffic and cultural significance of one of London's most iconic retail districts. The brand's ability to blend its street-style origins with a refined retail presentation will be key to its continued success in the competitive fashion landscape. Future endeavors for Thames MMXX will likely involve expanding their product offerings and potentially exploring further collaborations or events to engage their audience. The brand's unique approach to design and retail suggests a promising trajectory, with the Soho store serving as a solid foundation for its growth.