Kent & Curwen, the sportswear brand relaunched for the modern man by David Beckham and Daniel Kearns, has agreed terms to open its first flagship store in London’s Covent Garden.
Fans of the recently relaunched label will be able to find its reimagined menswear classics at 12 Floral Street in a space designed by Paris-based ‘Architecture & Associe’, announced the brand and Capco on Tuesday.
The design will focus on a central box constructed from aged metal and hand blown green glass, while the interior draws inspiration from vintage gymnasiums. Traditional wood paneling will be re-invented as ceiling detail.
The retail heritage of Floral Street gives the street the perfect background for Kent & Curwen, which was originally born in 1925. Rooted in tradition but with a new modern focus, the label aims to become an elevated version of its past self as it returns to its heartland.
“Floral Street has a genuine menswear heritage. I remember the buzz around the street in the early 90’s when we all looked to Floral Street for what was new in men’s fashion. It is exciting to see that buzz returning to the street,” says creative director Daniel Kearns.
Kent & Curwen was relaunched in September 2015 by David Beckham as brand ambassador and Daniel Kearns as creative director.
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