British luxury streetwear brand Represent, founded by George and Mike Heaton, opened its first London store on 12 July 2025 at 135–141 Wardour Street, Soho. The minimalist space includes exclusive products and a café, following stores in Manchester and Los Angeles.
Soho
Autry opens first UK store in Soho
Classic yet contemporary unisex sneekers brand AUTRY has opened on Beak Street in Soho W1. Other recent openings in the area include activewear brands TALA and PANGAIA both on Carnaby Street, and the mountain sports brand SALOMAN on Boradwick Street.
Asket opens its first international store in Soho
Swedish clothing brand Asket opens it first store outside Stockholm in Brewer Street W1. The boutique offers wardrobe essentials crafted in Europe from fully traceable natural fibres, along with transparent cost breakdowns, complimentary repairs and a buyback program.
12 London restaurants awarded Michelin stars in 2025, including two two-star wins
Michelin two stars were awarded to The Ritz in Mayfair and Humble Chicken in Soho. One star was awarded to restaurants in Shoreditch, Fitzrovia, Notting Hill, Borough Market, Kensington, City of London EC3, Marylebone, and Whitehall.
VEJA opens first UK store at Seven Dials
French sneaker brand VEJA has launched its 137-square-meter London flagship store at 45 Monmouth Street in Seven Dials, between Covent Garden and Soho. The store features a dedicated cobbler station offering repairs and cleaning for sneakers and shoes of all brands. Photo by Veja Studio.
Streetwear brand Aries opens first London store in Soho
Aries, the streetwear brand, has opened its first London store in Soho, a 4,000 sq ft, two-floor space on Great Pulteney Street, W1, featuring Parisian coffee shop Paperboy. The brand produces 90% of its products in Italy through long-term manufacturing partnerships.
