It feels like every day there’s a new store arriving in the Soho neighbourhood. Whether you’re after some trendy independent labels or those big name behemoth brands, you’ll find all of it within the square mile of Soho’s bustling streets. It truly is the epicentre of all things pop-culture and fashion related. That’s why it’s no surprise that another giant of 21st century American fashion has landed on its doorstep.
GOLF WANG is supplying a new wave of innovative style. By incorporating elements of skate culture, preppy aesthetics and high fashion, the label has produced a look that perfectly compliments its peers in the industry. Found near Carnaby, at 57-59 Beak Street, this newest store is fitting straight into its new home.
The Beak Street location is now the third instalment from GOLF founder, Tyler Okonma (more popularly known as Tyler, The Creator) and his first step across the pond, with his other stores based in Los Angeles and New York City. To give some context on the hype and global notoriety that comes with Okonma’s business ventures, you only have to look as far as the opening day in London. Hordes of adoring fans and fashion enthusiasts were lined up outside for most of the afternoon, just waiting to get a piece of the GOLF experience (and possibly meet Tyler himself). Late arrivals had the pleasure of taking a long walk, winding through the streets, around Golden Square, right to the back of the queue.
Inside, the Grammy award winner has designed a sleek retail space with a bright colour palette of white walls alongside a set of bold yellow carpet fixtures, cashier desk, and, of course, the unmissable photography phone box. It treads the line between a curated showroom and a ready-to-wear store, with a mixed offering of Jackets, T-shirts, Sweaters, Hoodies, Footwear, Bags and other Accessories on display. These products have all been laid out in an aesthetically pleasing way that intrigues the customer and makes you want to explore all the different designs and graphics that might be found.
Unlike some other high end labels, it appears as if there has been a conscious effort to make the brand as accessible as possible through the product pricing. While certainly, there are some more expensive items, which you’d expect to find in a contemporary hype fashion store, there are also much cheaper items such as keyrings and jewellery which still embody the brand image, but at a fraction of the price.
Aspects such as choosing the large dandelion phone box as a centrepiece and the aesthetic bags and T-shirts that cannot be tried on, as well as the general vibe of the store, renders the experience a more curated one. So, while some may be disappointed that there is not more stock on display for finding sizes and putting outfits together, it is fair to say that Tyler, The Creator has established a thoroughly unique retail adventure in London’s trendiest community.
