Having launched several pop-up shops across London, Daily Paper—the Amsterdam-born menswear and womenswear brand—has officially opened the doors to its flagship store in London.  

Describing London as a “home away from home”, Daily Paper’s Soho-based outpost follows a flurry of campaigns and collaborations with talents and creative teams across the city, with a series of in-house performances showcasing up-and-coming musicians.

Spanning across two floors, the 200sqm space has been designed to double-up as a hub for community events and gatherings. Upon entering, visitors are greeted into the space via a small bridge and dark green stairwell. Both a skylight and full window façade allow an abundance of natural light to occupy the area, which contrasts against more industrial elements such as a characteristic brick wall and display units.  

An ode to the label’s Afro-centric roots, further details include a custom floor mosaic—depicting a lion, a leopard and an eagle—reflecting the founders’ Ghanaian, Moroccon and Somalian heritage. 

Check out images of the new store below and head to 14-16 Great Pulteney Street, Soho, London, W1F 9ND to see it live in the flesh.

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