Westminster Labour proudly supports the launch of Style Of Our Own London (SOOO), a pioneering pop-up store dedicated to women’s sport at 245 Regent Street. This unique retail space showcases high-quality sports gear and merchandise from over 20 independent UK brands, bringing fresh vitality to London’s West End and promoting greater opportunities for women and girls in sport.

SOOO offers customers an engaging experience, including equipment testing on a three-a-side football pitch and a dynamic programme of over 200 events throughout the summer, ranging from talks and workshops to organised runs, covering rugby, golf, tennis, cricket, football, athletics, netball, and basketball.

The project is part of Westminster City Council’s Meanwhile On initiative, which matches innovative start-up retail concepts with vacant space in the West End. Other supporters include The Crown Estate, which hosts the initiative at the iconic Regent Street unit formerly occupied by Ted Baker, and Mastercard, which sponsors SOOO.

Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, said:

“This exciting project perfectly reflects Labour values of fairness, opportunity, and community. SOOO is bringing a long-vacant unit in the heart of the West End back into productive use, generating footfall and creating real value for our local economy.

Through our Fairer Westminster and High Streets programmes, we are dedicated to supporting independent businesses and transforming our city’s retail landscape into vibrant, inclusive spaces. SOOO combines sport, retail, and community in a way that will help women and girls thrive while boosting economic development across Westminster.”

SOOO opens daily from 5 June until 31 October 2025, serving as a vibrant hub for women’s sport during a summer of landmark competitions across the UK.