Introducing Style Of Our Own — an innovative, immersive sports store for fans of women’s sport & the people who play it.

Located on London's iconic Regent Street, opening June 5th, SOOO will be home to 20+ predominantly women-led businesses, each passionately creating high-performance and comfortable gear for women & addressing the unmet demand for women’s sports merchandise.

SOOO customers will be able to shop these innovative, independent brands (usually only available online), test out equipment on our three-a-side football pitch, and attend one of 200+ events — from talks & workshops to runs & more.

To those who play, those who watch, & everyone in between: We will be celebrating an incredible summer of women’s sport — from the Women’s Rugby World Cup and the AIG Women’s Open to the EUROs.

This journey began with Westminster City Council's Meanwhile On' project and Someday Studios, inviting bold retail concepts into iconic locations. SOOO was selected from over 800 applicants for its potential to bring true innovation, inclusivity, and community to London.