We all know we should be shopping more sustainably, smarter and with a conscience, but with so much on offer, it’s often hard to know where to start. Well, there is one charming little pocket of central London that suitably fits the bill. This Is Soho is a curated collection of independent brands, one-of-a-kind retailers, and innovative ethos that rips up the rulebook when it comes to consumerism. 

Soho is famed for its buzzing restaurants, cute coffee shops, and late-night bars but it’s also home to one of the best shopping districts in the capital. Hidden behind the hectic behemoths of Oxford Street and the high-end designers of Mayfair, you’ll find some of fashion’s best-loved brands, from Ganni to Axel Arigato, offering something a little bit different (and dare we say it cooler) from impeccable tailoring brands to stylish sneakers. These are brands that think outside the box and offer shoppers the chance to buy something they will really treasure. Brands that go the extra mile, whether that’s ensuring they subscribe to a more sustainable manufacturing process or offer services that ensure the pieces you buy are going to last longer.

Let us walk you through some of our favourite Soho stores and why you need to bookmark the area for your next shopping trip…

GANNI

The Danish brand is the fashion girl’s go-to for sustainable clothing. The brand puts conscious consumerism at its core with innovative ways of designing, from using deadstock waste for upcycling projects to organic and recycled cotton.

Best for: cute slogan tees, rainbow-hued knits, and Scandi-cool accessories. 

Find them at: 36 Beak St, London W1F 9RF

Nudie Jeans

Finding the perfect pair of jeans can feel like a lifetime in the making, so it’s only fair that once you do, they are going to last. Nudie Jeans come with a lifetime repair guarantee meaning you can take them to the store if they are in need of a little TLC and the team will fix them up. Nudie also uses old jeans to create new pairs and other products and offers you 20% off when you trade in a pre-loved pair. Jeanius. 

Best for: denim that lasts a lifetime. 

Find them at: 29 D’Arblay St, London W1F 8EP

Reign Vintage

The best way to shop more sustainably is to buy pre-loved and Reign Vintage is one of our go-tos when it comes to sourcing vintage in the capital. Trawl the rails of one-of-a-kind gems, from 60’s shift dresses to retro 80’s football shirts. 

Best for: seeking out a vintage gem no one else will have. 

Find them at: 12 Berwick Street, London W1F 0PN

Annie’s Ibiza

The White Isle’s best-kept secret has hit London with what can only be described as an Aladdin’s Cave of party pieces. The iconic store looks are screaming to be taken on a night out in Soho. Expect sequins… and lots of them. 

Best for: party frocks destined for debaucherous nights out.

Find them at: 3 Newburgh St, Carnaby, London W1F 7RE

Annie's makes party frocks destined for debauchery with fans of the brand including Kate Moss, Jade Jagger, and Rita Ora.

Sunspel

Sunspel has been crafting high-end simple basics since 1860 – think wear-forever shirts, near-perfect T-shirts, and luxurious sweats. These are garments that will form the foundations of your wardrobe, add a polished edge to your final look, and help towards a slower fashion movement. Their Silver Place store is offering past-season styles and factory seconds at a discounted price, so you’re sure to come across archive products that you won’t find anywhere else.

Best for: basics that last and elevate every look.

Find them at: 2 Silver Place, London W1F 0JT

A.P.C

The painfully cool French label embodies curating that sought-after capsule wardrobe. From well-cut denim to investment coats, versatile crewneck sweaters to monochrome, muted colour palettes, this is Left Bank cool in the heart of London. 

Best for: a clean, curated wardrobe made easy. 

Find them at: 48 Lexington St, London W1F 0LR

Axel Arigato 

Head to the global flagship store of Swedish shoe designer brand Axel Arigato to find their signature pared-back sneakers, from 90’s-inspired plimsolls to sportier shapes. The brand holds a dedication to sustainability too, with initiatives like using renewable energy for traceable leather. 

Best for: everyday trainers with a luxe edge.

Find them at: 19-23 Broadwick St, London W1F 0DF

RÆBURN

Where style meets technology, RÆBURN is one of Britain’s most innovative and unique fashion brands. Covering men, women, and accessories, each piece works hard to perform using reworkings of surplus fabrics to create distinctive and functional pieces – think stylish waterproofs and weather-fighting coats.

Sustainability is at the heart of each collection, with all pieces holding the opportunity to be reused, recycled, or repurposed.

Best for: practical fashion that makes you feel good.

Find them at: 2 Marshall St, Carnaby, London W1F 9BA

The products on this page have been selected by our editorial team, however, The Handbook may make a small commission on some of the products purchased through affiliate links.


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