Seven Dials attracts menswear fashion trio and flagship footwear upsize

Property giant Shaftesbury Capital continues its success in attracting niche fashion brands to the Seven Dials neighbourhood in Covent Garden with three new arrivals and one upsize into a flagship/new HQ.

“Demonstrating a strong and continual interest in the global destination”, the newcomers include independent British menswear brand NN.07, with its first standalone UK store, a West End debut for Form&Thread, and the opening of Wax London’s third boutique. Then there’s a significantly upsized flagship for footwear brand Vivobarefoot.

Sustainable menswear brand NN.07 will be opening on Earlham Street in August, showcasing the brand’s collection of menswear essentials. Currently only found at luxury stockists across the UK, the debut Covent Garden opening “marks a milestone moment for NN.07 and its UK expansion”.

Meanwhile, British premium menswear brand Form&Thread recently opened on Neal Street, marking its second permanent location in London, “offering ethically produced, easily wearable clothes”.

Wax London’s arrival on Neal Street also marks its largest-ever space allowing the brand to stock its largest collection of the British brand’s clothing, footwear and accessories.

And recommitting to Neal Street, sustainable footwear and natural health brand Vivobarefoot’s upsizing of its Covent Garden increases its footprint by 50%. 

The flagship space will also be home to Vivobarefoot’s office headquarters, “further cementing Covent Garden’s position as the destination of choice for world-renowned retailers and hub for their central operations”. 

Set to open this autumn, the store will stock a range of barefoot trainers, including vegan, winterproof, and ‘swimrun’, and will elevate its in-store experience further by offering one-to-one tuition sessions with a running coach and barefoot technique training.

The new store will also draw inspiration from the natural environment, featuring wood panelling, classic Vivo hexagon surfaces, and a 75 sq ft purified living plant wall.

Michelle McGrath, Executive Director, 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.”