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New Regent Street Hub SOOO London Champions Women's Sport
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.
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.
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.
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.
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.
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.
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.
Events and Industry Impact
The opening of SOOO coincides with a summer of major international women's sports tournaments in the UK, creating a timely and relevant hub for fans and athletes. As reported by The Guardian, the focus on women's sport is at an all-time high.
Community Engagement
To foster community, the venue plans to host over 200 events throughout the summer. These include:
Workouts and training sessions
Talks with athletes and industry leaders
Creative workshops
Community runs and meet-ups
A New Model for Sports Retail
SOOO represents a significant disruption to the traditional sports apparel market. By bringing female athletes, fans, and women-led brands to the forefront, it provides a blueprint for a more inclusive and specialized retail future. The pop-up is scheduled to run from June 5 to October 31, 2025, serving as a vital space for the duration of the sporting season.
Events and Industry Impact
The opening of SOOO coincides with a summer of major international women's sports tournaments in the UK, creating a timely and relevant hub for fans and athletes. As reported by The Guardian, the focus on women's sport is at an all-time high.
Community Engagement
To foster community, the venue plans to host over 200 events throughout the summer. These include:
Workouts and training sessions
Talks with athletes and industry leaders
Creative workshops
Community runs and meet-ups
A New Model for Sports Retail
SOOO represents a significant disruption to the traditional sports apparel market. By bringing female athletes, fans, and women-led brands to the forefront, it provides a blueprint for a more inclusive and specialized retail future. The pop-up is scheduled to run from June 5 to October 31, 2025, serving as a vital space for the duration of the sporting season.
Events and Industry Impact
The opening of SOOO coincides with a summer of major international women's sports tournaments in the UK, creating a timely and relevant hub for fans and athletes. As reported by The Guardian, the focus on women's sport is at an all-time high.
Community Engagement
To foster community, the venue plans to host over 200 events throughout the summer. These include:
Workouts and training sessions
Talks with athletes and industry leaders
Creative workshops
Community runs and meet-ups
A New Model for Sports Retail
SOOO represents a significant disruption to the traditional sports apparel market. By bringing female athletes, fans, and women-led brands to the forefront, it provides a blueprint for a more inclusive and specialized retail future. The pop-up is scheduled to run from June 5 to October 31, 2025, serving as a vital space for the duration of the sporting season.
What are the most popular brands featured at SOOO?
SOOO showcases over 20 independent UK brands focused on women. Some of the featured names include <strong>Sophie Hird Studio</strong>, <strong>Freyja Fit</strong>, <strong>NIXI Body</strong>, <strong>AFTA Studios</strong>, and <strong>Foudys</strong>, all known for their performance-first designs for female athletes.
What are the most popular brands featured at SOOO?
SOOO showcases over 20 independent UK brands focused on women. Some of the featured names include <strong>Sophie Hird Studio</strong>, <strong>Freyja Fit</strong>, <strong>NIXI Body</strong>, <strong>AFTA Studios</strong>, and <strong>Foudys</strong>, all known for their performance-first designs for female athletes.
What are the most popular brands featured at SOOO?
SOOO showcases over 20 independent UK brands focused on women. Some of the featured names include <strong>Sophie Hird Studio</strong>, <strong>Freyja Fit</strong>, <strong>NIXI Body</strong>, <strong>AFTA Studios</strong>, and <strong>Foudys</strong>, all known for their performance-first designs for female athletes.
How has the community responded to SOOO since its opening?
How has the community responded to SOOO since its opening?
How has the community responded to SOOO since its opening?
What types of events are held at SOOO?
What types of events are held at SOOO?
What types of events are held at SOOO?
How does SOOO support independent UK brands?
How does SOOO support independent UK brands?
How does SOOO support independent UK brands?
What makes the sports gear at SOOO different from other stores?
What makes the sports gear at SOOO different from other stores?
What makes the sports gear at SOOO different from other stores?
