Style Of Our Own London (SOOO), a new, immersive pop-up store dedicated to women’s sport, opened its doors at 245 Regent Street last week ahead of an exciting summer of women’s sport in the UK.
Founded by Laura Youngson of IDA Sports, with the support of Mastercard, Westminster City Council and The Crown Estate, SOOO will host an ever-changing rota of carefully selected small businesses, which are all passionate about creating high performance and comfortable sports gear for women and addressing the unmet demand for women’s sports merchandise.
Customers at SOOO will be able to shop these innovative and independent sports brands, which are usually mainly available online; test out equipment on the shop’s three-a-side football pitch and attend one of the store’s more than 200 events including talks, workshops, organised runs and more.
Laura Youngson, Founder of IDA Sports and SOOO said: “At SOOO, we believe women should have access to the best equipment whether they’re lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It’s fantastic to now have a community hub stocking independent women’s sports brands right in the middle of town. SOOO is going to be the home of women’s sport this summer and we can’t wait to meet you all.”
SOOO is powered and backed by Mastercard, a proud sponsor of sport in the UK. Mastercard is providing SOOO with funding and extensive marketing and promotional support as part of its passionate and longstanding support of women’s sport in the UK and its programme to support small, independent businesses and help them grow.
