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All Women’s Sports Store? Heck Yeah! Check out SOOO in London

  • AWSN Editor
  • Aug 5
  • 2 min read
SOOO London


YOU'RE INVITED: Step Inside Style Of Our Own’s (SOOO) Immersive Regent Street All Women’s Sports Store


SOOO London

WHO

Style Of Our Own London (SOOO) is the brick‑and‑mortar home of 20+ independent, women‑led sports and activewear brands, curated for female athletes of all levels. Born from the mission of IDA Sports, this space is a celebration of women’s sport—from grassroots to global stages (Style Of Our Own).



WHAT

This isn’t just a store—it’s an immersive pop-up and community hub with:

  • A three-a-side in‑store football pitch to test gear and skills (Instagram)

  • Over 200 summer events—from expert talks, practical workshops, creative sessions, group runs to community gatherings.

  • Rotating collections from innovative brands like Boob Armour, Maaree, Lacuna Sports, and more—all tailored for women’s performance needs.




WHEN

Launched 5 June, SOOO runs daily:

  • Mon–Sat: 10 AM–8 PM

  • Sun: 12 PM–6 PM Open through 31 October—just in time for a summer and autumn steeped in women’s sporting events (Style Of Our Own)


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WHERE

245 Regent Street, London, W1B 2EN—right in the heart of the West End. A central location chosen via London’s “Meanwhile On” initiative, designed to enliven iconic retail spaces.



WHY

Because women’s sport deserves a stage—and equipment that fits, supports, and inspires. Bisected by a lack of female-focused gear, SOOO fills the gap with premium kit and a vibrant community space. Supported by Mastercard, Westminster City Council, and The Crown Estate, this store is a bold investment in inclusivity and empowerment.




HIGHLIGHTS & EVENTS

  • Launch celebration captured on Instagram: “What an incredible celebration!” for SOOO’s grand opening (Instagram)

  • October gallery-style reveal designed to showcase emerging female-led collections—“I cannot wait to witness them, celebrate them, and share their…” (Instagram)

  • Live demos on the mini pitch—try out boots, balls, and footwear mid-swing

  • Wellness workshops and strategy talks from experts and entrepreneurs in women’s sports

  • Creative pop-ups—like charm-bar jewellery design and interactive sessions happening throughout the summer (Style Of Our Own)



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WHY YOU SHOULD GO

  • Shop exclusive, high-performance gear tailored for women.

  • Test & train right on site—see how it performs in real time.

  • Connect & learn through community events and expert sessions.

  • Celebrate female athletes and support their stories.



RSVP by heading to Regent Street—no tickets needed, just bring your curiosity, energy, and style.


Instagram: @soooldn


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