Jonathan Anderson chose the location himself, saying in a press release that “Ever since I moved to London from Northern Ireland I have been in love with Soho. There is an incredible energy in the area. It feels quintessentially London to me.” The store was developed alongside the award-winning architectural firm 6a, that not only combined the two addresses into one building, but still maintained an element of separation inside.
Inside the Victorian building, JW Anderson has captured the old-school essence of Brewer Street with faux wood veneer on the walls and furniture alongside pops of color with its flooring and choice of accessories that are displayed in cabinets. On the Wardour Street side, it is much more modern with its high ceilings, polished floors and modular aluminum shelving.
In true Soho fashion, the store is finished with hand-crafted neon signs, with one side sporting the brand’s logo and the other its moniker. JW Anderson’s flagship will carry menswear, womenswear, small leather goods, shoes, handbags and accessories, as well as its collaborations with Converse and Moncler Genius.
In case you missed it, check out what happened when HYPEBEAST visited London’s 8000-piece Aro Archive.
JW Anderson Soho Flagship
2 Brewer Street
London, W1F 0SA
View this post on Instagram
The location of the JW Anderson London flagship store was personally chosen by founder and creative director, Jonathan. The area is ‘quintessentially London’ to Jonathan with an ‘incredible energy’ making Soho the perfect location to have the fashion house’s first ever London flagship. Soho is synonymous with JW Anderson’s embrace of diversity and queer culture, making the Soho location a perfect fit.