It’s one of the world’s largest cities, the UK’s capital and is regularly visited by over 1 million tourists a month. London clearly has a lot going for it but how does it stack up in the style stakes?

To celebrate the opening of our new Tottenham Court Road store, we’ve taken a look at the capital’s style game to see if it lives up to its reputation as one of the most fashionable cities on the planet.

Dressing From the Feet Up

You know as well as we do, the key to looking good is to dress from the feet up. A good outfit can be ruined with a poor footwear decision. Equally, a howling clothing choice can be rescued with some decent shoes.  If London is going to lay claim to being the UK’s most fashionable city, it’s crucial that Londoners have the right stuff on their feet and that’s something we know a thing or two about.

The city has a long history of shaping the way we dress.  The swinging sixties centred on Carnaby Street in the City of Westminster, half a mile from our new store with local bands like The Small Faces, The Kinks and The Rolling Stones being amongst those that inspired the look of the day.

The UK Punk movement was spearheaded by The Sex Pistols who lived on Denmark Street (spitting distance from out Tottenham Court Road store) and The Clash, who referenced London in many of their songs. The rise of Punk helped spark the popularity of Dr Martens and Creepers which have recently seen a resurgence.

More recently, you’ll have also noticed the popularity of the Chelsea Boot over the last couple of years (the shoe, not Cheska Hull). The style is of course named after the area of West London and is set to be a key look again this summer, particularly in light suede. Lovely jubbly.

Chelsea Boots

Base London Tournament Chelsea in grey & H by Hudson Tonti in black.

London Fashion Week

It’s THE event of the year for the stylish set in this country. London Fashion Week attracts the attention of everyone who’s anyone in the world of fashion and helps set the tone for hottest trends for the upcoming season.


Over 5,000 guests visited February 2017’s event, coming from roughly 50 countries. A general rule of thumb is that if shoes are popular amongst attendees, they’re going to be huge very soon. You can find out about what was hot at February 2017’s event here.

Brand Associations

You know something is cool when people will shout about their association with it. As I was saying to Jamie XX and Cara Delevingne when we were in Reykjavik, it’s similar to name dropping.

Brands shouting about their London connections is another big tick for the cool credentials of The Big Smoke. Some examples include:

  • Paul Smith highlights that his PS range is designed in London,
  • Fly London showcase the city’s quirkier side with their creative styles
  • Base London take influence from the city’s more elegant side with smarter shoes that give a nod to the 60s style
  • The adidas city range included a London model

Fly London Trainers

Women’s Fly London Berg in Silver

Given the size and population of London and its role as a financial and commercial hub it’s understandable that its cultural output and influence on fashion is so high. Let’s also not discount the role of all the other towns and cities around the country that have been key in shaping the trends of the day, be it now or in the past.

However, we’ve only just scratched the surface here and it’s clear to see that London rightly deserves the title of fashion capital. Now with 12 stores across London, including the newest one on Tottenham Court Road, we’re at the pulsing heart of one of the most stylish cities on the planet.

Our Tottenham Court Road store opens on Friday 5th May 2017 can be found at 38 – 42 Oxford Street, London W1D 1BA, just across the street from Tottenham Court Road Tube Station. Other nearby stores can be found at 30-32 Neal Street (nearest tube – Covent Garden), 470-482 Oxford Street (nearest tube – Marble Arch or Bond Street) and 200 Oxford Street (nearest tube – Oxford Circus).