Carhartt WIP to open new flagship store in Soho

Lifestyle and apparel brand Carhartt WIP has recently signed for a new flagship store in Soho at 33-35 Brewer Street.

Carhartt WIP will open a 4,000 sq ft store and stock the brand’s seasonal men’s and women’s collections, as well as gadgets, accessories, and special collaborative projects. 

The space will be designed by creative director Salome Faeh and the Milan-based architect Andrea Caputo, who have worked together on numerous retail locations across the globe. 

Carhartt WIP Soho will launch later this summer, relocating from its current location on Brewer Street into a larger unit within the Shaftesbury Capital portfolio.  

Building on its long-standing relationship with Shaftesbury Capital, Carhartt WIP’s new Brewer Street flagship will join the brand’s existing store in Seven Dials, and is the latest in a long line of flagship sites at the leading West End destination, shortly following the likes of Wolf and Badger and Pangaia.

Michelle McGrath, executive director at Shaftesbury Capital, said: “Soho is synonymous with creativity, authenticity, and cutting-edge fashion, so to have a leading brand such as Carhartt WIP, which encompasses all of these qualities, expands its footprint within our destination, cements its strong market positioning. 

“Carhartt WIP has a great understanding of the West End customer, and we are proud of the relationship that we have built with them over time, culminating in this flagship signing. Their dedication to the neighbourhood is matched by other leading, international brands, similarly seeing the opportunity continued investment in Soho can create.”