Covent Garden looks set to become the hottest shopping destination for men about town.
Events such as London Collections: Men have seen menswear become increasingly lucrative for the high street (the market is now worth more than £10 billion to the British economy), so much so that Henrietta Street in Covent Garden is tipped to be revamped and transformed into the top stomping ground for stylish chaps.
Beverly Churchill, who is responsible for sprucing up the area, said: “There aren’t many areas in London that really appeal to men so we’re trying to create a real destination for men’s fashion. We’ll be taking cues from the transformation that has happened down on King Street, which has evolved into a contemporary shopping destination.”
When the evolution of Henrietta Street is complete, Churchill plans for there to be a mix of streetwear brands and contemporary labels exclusive to the area, alongside cool mini concept stores from the likes of Gitman and cult sunglasses brand Retro Super Future.
“We’re not trying to recreate Bond Street,” says Churchill. We’re trying to do something that’s more about accessible luxury and new and cool brands that have an interesting or avant-garde approach to what they do.”
Churchill says the transformation should be ready next winter, all set for purchasing presents for fashion-conscious fellows in your life.