Following on from the success of its Newburgh Street store, workwear brand M.C.Overalls has relocated its London flagship to Brewer Street. The 57 sq m lifestyle showcases the full M.C.Overalls collection, along with a dedicated space for the brand's creative collaborations. The brand's founder and CEO, James Scroggs was keen to build a creative hub where they could continue to partner with like-minded brands and champion enterprise culture.
Taking over a former bar and restaurant on Soho's Brewer Street, Scroggs has retained the original bar area and built around this as a main feature of the new store. Elements of the collection are displayed on the bar as well as offering a relaxed workspace to chat and meet with customers and collaborators alike.
The opening of the new flagship follows a series of concept stores including Dean Street, Canaby Street, Newburgh Quarter and the brand's newly launched concession at Harvey Nichols' men's department.
'We really identify with an enterprise generation who are finding purpose and success in doing things their way, not waiting for permission or craving fanfare. Our intention is to keep the new store collaborative and agile, acting as an inviting space where visitors can experience the brand in its own environment and a place we can meet with like-minded people,' says Scroggs.
The space also features a DJ area and allows the brand to continue its retail strategy of using the store to host events and launch collaborations for friends and customers.