Meet Laura, Co-Founder of Ida Sports and behind the Style of Our Own

This summer, Regent Street welcomed a groundbreaking pop-up experience that’s redefining retail, sport, and community. Led by the founder of women-led brand Ida Sports, Laura Youngson, the Style of Our Own store has taken over the street to spotlight female athletes, empower young girls in sport, and showcase the commercial and cultural power of women’s sport.

We sat down with the Laura to hear the inspiring story behind the space that’s energising London’s most iconic shopping destination.

What inspired the creation of Style of Our Own?

I run Ida, and we originally won a competition to create something called “Ida & Friends,” and out of that we created Style of Our Own, which brings together a collective of like-minded businesses. The inspiration really came from personal experience and not feeling there was a space for women and girls in team sports.

For example, if you're a teenage girl trying to buy football boots, you often have to go to the men's or boys’ section. That creates a barrier to participation. We wanted to build a space where girls feel like they belong, stay engaged in sport, and are celebrated.

How did the journey begin?

The idea came to life during the Women’s World Cup a few years ago when we entered a Westminster City Council competition. We won, and shortly after, The Crown Estate offered us the old Ted Baker building — right next to the Apple Store on Regent Street — an 8,000-square-foot space.

All of us through 'This is crazy! But why not?' so it was this amazing set of fortuitous events, that allowed us to have a space on Regent Street. We knew it had to happen this summer, with the Euros and the Rugby World Cup taking place in England. It felt like the perfect moment for a festival of sport and community.

How did you gather the brands involved in the store?

Many of the brands were already in our network, we all help each other, and once we announced the concept, more started reaching out. Since opening, we’ve had about 15 to 20 additional brands ask to be part of it. There’s been this amazing ripple effect of collaboration and support, and it's grown so organically.

What’s the atmosphere like on Regent Street?

We get a mix of people - tourists, shoppers, passers-by, or those that have made a deliberate trip overseas to come and find us. It's been quite amazing, we've had loads of American tourists walk in and say, “What is this? This is incredible!” Regent Street has so many different offerings, so it's been amazing to tap into those consumers. We’ve also had lots of kids wander in, sometimes bored with shopping, only to discover we have a football pitch inside. It’s a space full of surprises and joy.

How did Mastercard get involved?

As soon as it looked like this might happen, we reached out to Mastercard. They’ve been phenomenal supporters — we genuinely couldn’t have done it without them. They’re powering the store and helping accelerate the growth of all the small businesses involved.

SOOO is being talked about as a retail revolution, what’s been the industry response?

So many other brands have visited and said, “This is wild — no one’s done this before.” We've created something people have long talked about but never actually built. By showing what’s possible through a physical, curated, immersive experience, we’re helping people reimagine the future of retail — especially for women in sport, both fans and athletes.

What’s Regent Street’s role in this?

Regent Street is just really joyous and so much fun! They took a chance on us and encouraged innovation. Their willingness to take risks and embrace something different made all this possible, so it's been amazing.

How has this impacted the brands involved?

The exposure has been huge. Many brands are seeing increased online sales thanks to the buzz around the store. The impact goes beyond commerce — people like Mo Farah have brought their daughters to visit. Alessia Russo’s dad even came in and said, “I wish this existed when she was growing up.”

How is this shaping the future of retail?

It’s proven the commercial viability of women’s sport. We're learning that there’s a real appetite for merchandise and representation — but historically, it just hasn’t existed. We’re filling that gap and demonstrating that it’s not just viable, it’s thriving.

How do you envision the interplay of physical retail, brand storytelling, and sport innovation evolving beyond Regent Street?

The experiential aspect is really incredible. Girls are picking up a rugby ball for the first time, having a go at golf, learning about sports bras - even adults are learning. It’s about more than just products — it’s about building and connecting to a community.

Stepping into a historic commercial space like Regent Street can be daunting - what’s been the most challenging part of bringing SOOO to life here?

One of the most challenging parts was that we didn't have very long to put it all together. So we've often been learning as we go, which is very entrepreneurial but means we don't always get things right on day one. As a pop-up, you have to keep moving and our store is changing almost daily as we learn more and more. We learned early on how important the window display is. It’s the first point of connection with people walking by, and it’s brought so many through the doors.

And the most rewarding moment?

The people. We’ve had visitors literally burst into tears because they never imagined something like this would exist in their lifetime. We've built this really inclusive space that hasn't shown up before now. It's hard to put into words. One of the most powerful moments was when the 1971 Lionesses — the original women’s World Cup players — visited during the semi-finals. These women were banned from playing when they returned from Mexico. To see them welcomed into a space like ours was just an extraordinary, phenomenal moment.

What advice would you give to other founders hoping to launch retail concepts?

Have a strong value proposition. Know what you bring to the street and to the community. We beat out other commercial retailers for this space because our concept was bold and unique. Also, lean on partners — Mastercard, Westminster Council, and The Crown Estate have been invaluable. Without their support, expertise, and belief in the vision, we couldn't have pulled this off in just eight weeks. The kindness and support of other humans are what brought this to fruition.

From bold ideas to groundbreaking execution, Style of Our Own on Regent Street is far more than a store — it’s a movement. It’s a powerful example of how retail can be reimagined to serve purpose, community, and innovation. With the backing of visionary partners and the embrace of London’s most iconic high street, this pop-up proves that when women’s sport is given space, it doesn’t just grow — it thrives.