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Award-winning Labrum signs on for Soho pop-up
May 1, 2024
Labrum London, which last year won the key Queen Elizabeth II Award for British Design, is to open an experiential pop-up in Soho on the estate controlled by major West End landlord Shaftesbury Capital.
The 800 sq ft unit will be at 35 Marshall Street, a part of the West End set back from the main shopping streets but one that’s increasingly being selected by interesting labels for permanent or pop-up shops.
Labrum is a British African menswear brand that was founded 10 years ago and looks to bridge the gap between Western society and West African culture. It was founded by Foday Dumbuya, who spent his formative years in Sierra Leone, Cyprus, and London, and has also worked for labels including DKNY and Nike.
His new Soho space will include “events, live activations, and tailoring… creating a complete retail experience alongside the ready-to-wear collections”.
He said that the name Labrum translates from Latin as ‘having an edge’, “and that’s what the brand brings to Soho. Following a fantastic run at London Fashion Week, we’ve been looking to expand our presence, and this gives us the perfect opportunity to do that. With some amazing collabs coming soon, this is a great time to be part of such an iconic fashion hub, and we’re excited for the pop-up run”.
The pop-up is part of the landlord’s intention to boost younger labels and it recently also awarded studio space at 26 Kingly Street in Soho to two tailors from the London College of Fashion UAL. The scheme has run since 2019, with the 2024 winners, streetwear designer, Ceri Linehan, and Khalil Khaliqar, who specialises in men’s knitwear, taking residence earlier this year.
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