Percival Menswear are extending their reach by opening their first permanent store in central London. The young East London label with a solid following has been acclaimed by such fashion publications as GQ Style, Monocle and Drapers.
After a string of successful pop-up shops around the city, the gang feels that Soho is the right location for their future plans. The Berwick Street address is a growing destination for male shoppers interested in independent and locally owned brands. The building will also house Percival’s new studio and company HQ. The space is to be seen as more than just a retail outlet, with a programme of events being announced in the new year.
The design of the store is clean and contemporary with purpose-built furniture, but incorporating a subtle sense of the unorthodox in its features. The aesthetic echoes the play on texture and material that feature in Percival clothing.
The Sculpture House have collaborated with Percival on a specially commissioned artist-designed piece set into the shop floor. It is a curious work in concrete, crafted in a British workshop in a design that mimics a Persian rug. It is seen as a happy fit for the store in its exploration of the contact between heritage and innovation through use of material and function.
The party was supported by dj sets from Radio 1’s Nick Grimshaw and Mercury nominees Django Django, as well as appearances from friends of the brand, George Lamb, Rick Edwards, James Brown & Theo Hutchcraft.
East London menswear label Percival, was founded three years ago by a group of four friends. Since the launch, the brand have put emphasis on quality workmanship, local production and lasting design. The shop currently stocks the Autumn Winter 2012 collection, new accessories and gift items as well as style collaborations with other labels and fabric suppliers.