Style Of Our Own (SOOO) London, a new immersive venue on Regent Street founded by Laura Youngson, is revolutionizing women's sports by offering dedicated retail, community events, and gear designed specifically for female athletes.
Aug 20, 2025
Source:
The Guardian
New Hub For Women's Sport Opens
A new immersive venue dedicated entirely to women's sport, Style Of Our Own (SOOO) London, opened its doors on Regent Street in June. The project is led by entrepreneur Laura Youngson, previously known for founding IDA Sports, a company that designs football boots specifically for women.
SOOO aims to correct a long-standing imbalance in the sports retail market, where gear for female athletes has often been an afterthought. Located at 245 Regent Street, the space serves as both a retail store and a community hub.
"We’re designing for women," Youngson's mission statement is clear in a retail landscape historically dominated by men's products. The initiative is supported by partners including Mastercard, Westminster City Council, and The Crown Estate, reflecting a growing corporate and civic interest in elevating women's sport.
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Source:
Women's Agenda
A Unique Retail and Community Experience
SOOO London provides a unique, hands-on environment that goes far beyond typical retail. The venue is designed to be a central hub for London’s female sporting community.
What's Inside
Specialized Brands: The store showcases over 20 independent UK sports brands that design high-performance gear specifically for women. Featured names include Sophie Hird Studio, Freyja Fit, NIXI Body, and Foudys. Many of these brands, previously only available online, now have a physical presence as detailed by Hypebae.
Interactive Pitch: A three-a-side football pitch allows visitors to try out equipment, including football boots and other gear, right in the store.
Custom Fittings: Addressing a critical need, SOOO offers professional fittings for sports bras and custom gear, ensuring athletes get the support and comfort they require.
The visitor demographic is broad, from teenagers seeking replica shirts of famous footballers like Leah Williamson to women in their 40s receiving their first-ever sports bra fitting.
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Source:
Girls Soccer Network
