Rowing Blazers makes UK debut with Seven Dials pop-up

By

Nigel TAYLOR

Published
Dec 8, 2021

Property giant Shaftesbury’s successful Seven Dials retail area in London’s Covent Garden has welcomed another arrival.

Rowing Blazers, the American clothing brand “most well-known for their irreverent take on preppy clothing” has opened a pop-up store on 16 Earlham Street.

The 872 sq ft unit represents the brand’s first bricks-and-mortar UK store and offers an edit of product from its AW21 collection by Pete Davidson and Ziwe Fumudoh. 

Key product in-store include a selection of rugby shirts, knitwear, jackets and accessories and the brand’s signature rowing blazers. Included in the offer is a selection of ‘humorous and nostalgic’ jumpers for the recently relaunched ‘80s knitwear brand, Gyles and George.

Designed in-house, the Seven Dials store “mixes the worlds of preppy style with youthful sportswear, offering visitors a wide variety of pieces designed to last a lifetime”.

Founded in 2017 by Jack Carlson, Rowing Blazers takes inspiration from both streetwear and more traditional clothing, “offering customers a unique synergy between classic designs and contemporary fashion”.

Carlson said: “We were very selective when searching for the perfect location and Seven Dials’ mix of big name and independent premium brands, as well its emphasis on community, makes it the ideal destination for us to launch at.”

Samantha Bain-Mollison, Retail Director at Shaftesbury, also said that the brand “will add to our already diverse offering in the lead up to Christmas. As well as growing the retail appeal of the area, Rowing Blazers has been strategically positioned to strengthen the existing character of Earlham Street as the home of contemporary design, fashion and lifestyle.”