With its eclectic mix of trendy boutiques, upscale shops, and well-known fashion labels, the West End neighborhood of Soho has long been a hub for fashion enthusiasts and trendsetters. And the latest independent to arrive on the scene, joining a thriving community of designers, retailers, and fashion-forward individuals who appreciate quality and innovation, is &SONS. Our editor Kai Lutterodt went to meet the new guys on the block!
If you’re opening a clothing store in London for the first time, Soho is an obvious location choice, and rightly so. This vibrant neighbourhood offers a unique blend of history, culture, and style, frequently visited by bohemian legends, making it an ideal location for fashion establishments… as long they can handle the fierce competition, that is. One such example is &SONS, who’ve boldly made the transition from online to their first physical London store on Poland Street, Soho.
It had been raining that day, nothing unusual for London weather, yet to my surprise the rain hadn’t deterred people from attending &SONS’ celebratory evening. The warm and inviting atmosphere brought together a loyal following of the brand, fashion enthusiasts, and tastemakers with an interest, or at least a curiosity, in the British brand. With an impressive selection of Americana vintage workwear, &SONS showcased their commitment to timeless style and impeccable craftsmanship.
As I entered the store, I was immediately drawn in by the attention to detail in the decor. There was a story to be told in every nook and cranny available. My eye caught the ‘We Welcome You’ flag draped front the ceiling, and then lingered onto the hats on display, the vintage Singer sewing machine (my late grandmother was Head of Singer Ghana so this hit close to home), the accessories neatly laid on the tables, and the apparel in autumnal colours; navy blues, greens, mustard, and greys. There was no sign of skimping on the decor budget, considering its a temporary pop-up, that’s for sure. Perhaps this is also a reflection of &SONS and its values.
Soho Brewing lager flowed freely, adding an extra local touch to the evening, alongside the canapés served. It was clearly a family affair as I got talking to the niece of Phil James, the owner, who spoke proudly of her uncle and his achievements.
The highlight of the event was undoubtedly the opportunity to explore the latest Autumn/Winter collection and meet the team first-hand. Guests could immerse themselves in &SONS’ artistically curated lineup of garments that perfectly blend heritage aesthetics with contemporary sensibilities. From denim and rugged shirts to heavy-duty wool coats, each piece exuded a sense of authenticity and refinement.
Adding to the ambiance of the evening, the skilled duo known as The Handpan Gentlemen provided captivating musical performances throughout the event, fittingly modelling pieces from the &SONS collection. The melodies created an enchanting backdrop, which may seem unconventional for a store that caters to men, but it was undeniably an entertaining experience for all those present.
The evening also showcased the recently introduced women’s clothing line, Damsons, which closely mirrors the men’s collection while incorporating subtle feminine elements. Overall, the &SONS Soho Store Pop-up event was a resounding success, leaving a lasting impression on those who had the privilege to be part of it. The healthy turnout served as a testament to the brand’s dedication to quality, style, and creating memorable moments.
As I made my way back onto the Soho streets, I couldn’t help but wonder if this this temporary pop-up could seamlessly transition into a permanent fixture, deeply ingrained in the very essence of Soho. Yes, is the simple answer. I can imagine the eccentric characters of the Soho Flaneurs, many of them proud Mods, wearing &SONS strolling from café to pub. Soho’s diverse customer base provides an ideal environment for brands to connect with fashion-savvy individuals of all ages. And by being bang in the middle of a fashion hot-spot, I don’t doubt &SONS will attract attention and thrive in this dynamic part of London… I’m excited for what the future holds for &SONS in Soho. Watch this space!
Shop &SONS
Explore &SONS collection of rugged shirts, sustainable denim, and dependable base-layers – crafted to last, tailored for your everyday adventure.
📍&SONS 12 Poland Street, SOHO, London, W1F 8QB
Mon – Sat: 10am – 6pm | Sun: 12pm – 5pm
www.andsons.co.uk {Get 20% off with code FIRST20} | @andsonsuk
Words and images by Kai Lutterodt @the.soho.girl
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