Style of Our Own lands on Regent Street
This summer, Regent Street is playing host to a retail revolution in women’s sport. Introducing Style of Our Own (SOOO) - a bold new pop-up store that's reimagining the way we shop, move, and celebrate sport.
Landing at 245 Regent Street on 5th June, SOOO is your one-stop destination for cutting-edge women’s sports gear, all from independent UK brands you won’t find on the high street. With support from Mastercard, Westminster City Council’s Meanwhile On project, and The Crown Estate, this isn't just a shop—it’s a celebration of female athletes, from grassroots to gold medal contenders.
Not Just a Store – It’s a Movement
SOOO is more than retail therapy. Inside, you’ll find:
A three-a-side football pitch for testing out the gear (and your tekkers)
Over 200 events this summer including workouts, talks, creative workshops, and community runs
A rotating showcase of twenty small businesses producing performance-driven, female-first sports apparel and equipment
Whether you're gearing up for a half-marathon, a five-a-side match, or simply looking for leggings that actually fit, SOOO has you covered.
Why Now? Why Here?
With a summer of international women’s sport on the horizon—including major tournaments in rugby, football, cricket, athletics and more—SOOO arrives just in time. Despite growing enthusiasm for women’s sport, female athletes have long been underserved when it comes to kit that fits and supports their needs. SOOO changes the game, putting women front and centre in the heart of London.
Big Support, Big Mission
Selected from over 800 applicants by Westminster City Council’s Meanwhile On initiative, SOOO is blazing a trail. It’s a true team effort to bring more inclusive, exciting, and community-driven experiences to central London.
SOOO is open daily from 10am–8pm until 31st October, so whether you're a seasoned athlete or just sport-curious, swing by to explore, shop and get inspired.
Ready to play?
Find out more about the store’s programme of events and featured brands via their Instagram.
Meet the Brands at SOOO
Style of Our Own is home to 20+ trailblazing independent brands transforming the landscape of women’s sport. From high-performance footwear to period-proof pants, here's who's in the line-up:
Boob Armour
Australian innovators protecting what matters most - Boob Armour creates impact-resistant inserts to shield breasts during high-contact sports.
Find out more: boobarmour.com.au
Elandr
Meet the UK’s first brand dedicated to netball shoes. Designed with performance and style in mind, Elandr is here to elevate your court game.
Find out more: elandrsport.com
Eleven As One
On-pitch style meets everyday swagger with Eleven As One’s football tracksuits and sleek sportswear.
Find out more: elevenasone.co.uk
Embur
Post-maternity fitness wear that celebrates strength and softness, Embur supports new mums returning to movement with comfort and confidence.
Find out more: embur.co.uk
FabLittleBag
Disposing of period products just got smarter. FabLittleBag makes sustainable, hygienic disposal easy - on the go, at the gym, or on the pitch.
Find out more: fablittlebag.com
Foudys
The ultimate destination for women’s football kits, custom gear, and fanwear - because women’s teams deserve it all, too.
Find out more: foudys.com
IDA Sports
Created by and for female footballers, IDA Sports designs boots shaped specifically for women’s feet. Say goodbye to blisters and hello to performance.
Find out more: idasports.com
Lacuna Sports
Finally, cricket gear tailored to the female form. Lacuna is rewriting the rules with a kit that fits, feels great, and performs brilliantly.
Find out more: lacunasports.co.uk
Latched
Stylish and functional sportswear for pre- and post-partum bodies. Designed to grow with you - and keep up with your goals.
Find out more: latched.uk
MAAREE
Level up your support game. MAAREE's award-winning sports bras are designed with women’s bodies - and movement - in mind.
Find out more: maaree.com
Miss Kick
More than a brand - Miss Kick is a movement. From pitch-perfect kits to lifestyle staples, they champion girls and women in football.
Find out more: misskick.com
NIXI Body
The secret to worry-free workouts? Leak-proof underwear that looks good, feels great, and keeps you moving confidently.
Find out more: nixibody.com
Paradis Sport
High-performance underwear that works as hard as you do - Paradis brings lightweight, sweat-wicking designs to women on the move.
Find out more: paradissport.com
PARK SSC
Football with purpose. PARK makes socially conscious kits and footballs - and every purchase helps put balls in the hands of kids around the world.
Find out more: parkssc.com
PeBe
Because sports bras shouldn’t be boring. PeBe creates stylish, supportive activewear that helps you feel powerful from the gym to the street.
Find out more: teampebe.com
Skratch Women
Bringing community and competition to the green, Skratch Women hosts inclusive golf events tailored for women of all abilities.
Find out more: skratchwomen.com
Sloobie Skiwear
Thermal wear just got chic. Sloobie’s sleek base layers blend fashion and function - perfect for slope style or aprés-ski.
Find out more: sloobieskiwear.com
Victoria Paulsen
Minimalist golfwear that nails modern elegance - Victoria Paulsen brings Scandinavian style to the fairway.
Find out more: victoriapaulsen.com
YANA Active
Versatile, sleek and responsibly made - YANA Active’s leisurewear is made to move with you, on and off the mat.
Find out more: yanaactive.co.uk
Forelson
Classic golfwear for women who don’t compromise on comfort or cut. Designed to fit your swing—and your style.
Find out more: forelson.co.uk
Togethxr
Founded by female athletes including Simone Manuel and Chloe Kim, Togethxr merges sport and culture with bold, unapologetic athleisure.
Find out more: togethxr.com
CSara
Where fashion meets fairway - CSara creates sophisticated golf and athleisure pieces that work just as well off the course.
Find out more: csaraofficial.com
Sophie Hird
Breathing new life into old kits, Sophie Hird creates one-of-a-kind upcycled sportswear with a story.
Find out more: sophiehird.com
Afta Studios
Football meets fine art - Afta Studios designs striking, collectible artworks that celebrate the beauty of the beautiful game.
Find out more: aftastudios.com
Freyja
Built for women who lift, Freyja’s strength wear empowers and performs - finally, gym gear that doesn’t compromise.
Find out more: freyjafit.co.uk