Trio of British menswear brands sign for Covent Garden’s Seven Dials

Shaftesbury Capital’s Seven Dials neighbourhood in Covent Garden, London, is set to welcome a quartet of store openings, including a trio of British menswear brands.

The destination is set to welcome a first standalone store for NN.07, a West End debut for Form&Thread, and the opening of Wax London’s third boutique, all of which will be joined by an upsized flagship store for footwear brand Vivobarefoot.

Opening its first standalone store in the UK, sustainable menswear brand NN.07 will open at 7 Earlham Street in August. Currently only found at luxury stockists across the UK, the Covent Garden opening represents a milestone moment for the brand.

Meanwhile, British premium menswear brand Form&Thread recently opened at 68 Neal Street. The Covent Garden location becomes the brand’s second permanent store in London and its first in the West End.

Also joining the Seven Dials neighbourhood is premium menswear brand Wax London, which has opened at 45 Neal Street. Its largest location yet and its third in London, the store stocks a range of clothing, footwear, and accessories.

These openings come as sustainable footwear and natural health brand Vivobarefoot recommits to Neal Street, with the brand opening an upsized store and increasing its footprint by 50%. Located at 57-59 Neal Street, the space will also be home to the brand’s office headquarters.

Michelle McGrath, executive director at Shaftesbury Capital, said: “To have such a strong calibre of independent, innovative and sustainable brands join Covent Garden’s Seven Dials is credit to the authentic and dynamic neighbourhood we have nurtured. Whilst Covent Garden is synonymous with debut openings, flagship stores and innovative concepts, evidenced by the introduction of NN.07, Form&Thread and Wax London, it also consists of a close community of partners which Shaftesbury Capital works in collaboration with, so it is rewarding to see existing brands continue to commit to the destination, like Vivobarefoot in their latest neighbourhood expansion and head office relocation.”

The announcement follow the recent opening of Italian luxury stationery brand, Moleskine, on Seven Dials’ Neal Street. Relocating from King Street, the store offers the brand’s range of products such as notebooks, diaries and writing tools.