Shinola | Newburgh Street, London, England
I've been excited to visit the new Shinola store in Soho ever since I heard that they launched their UK e-commerce store back in late 2014. The first time we saw Shinola's products in person was at the Pop-Up Flea, and ever since then we've become a little obsessed with their mix of classic Americana and modern-day values.
The Detroit/London connection seems like an unlikely one at first, but it all makes sense when you find out the new store is located on Newburgh Street, just off Carnaby Street. Fast-becoming one of my favourite streets in London, Newburgh Street is already home to Red Wing, LVC, Filson, Fred Perry, Evisu, Onitsuka Tiger, Flying Horse....for a little street it's sure packing some monster names
I've heard from Detroit-native Uniform Journal that all the Shinola stores are a pleasure to visit, and the Soho store didn't disappoint. The design team have done an excellent job with utilising a small space – which comes as standard around the area. Their extensive range of ridiculously attractive, handmade watches sit alongside travel + everyday leather goods, stationery, sporting collectables, a small range of clothing and a selection of those bicycles. All proudly Made in USA. An Americana-enthusiast's dream.
Shinola's connection to the UK has been picking up steam recently, with their Craftsmen in Britain series collaboration with Jocks&Nerds Magazine. If you ever find yourself on Carnaby Street I suggest taking a wonder
up the side streets to Newburgh Street. It's a great little area, with a real community feel and something for everyone. It's the perfect location for a store with such a passion towards its product, history and one that celebrates its country's craftspeople. Shinola - 13 Newburgh Street, London, W1F 7RS.
