A '90s sporting classic is heading to Seven Dials

ellesse, which pioneered the sports lifestyle movement, has enjoyed a recent boost thanks to the ’90s revival in street-style.

The new store - situated in Seven Dials - will feature both its heritage and new collections.

Marc Greene, ellesse’s brand director, commented: “2017 has been a fantastic year for ellesse globally, and the opening of the store in Seven Dials is a perfect way to bring in 2018.

“This is the first store outside of Asia Pacific and represents a true statement of intent from the brand - we aim to immerse all visitors in the fascinating history of ellesse whilst also showcasing our exclusive and latest collections.”

ellesse was a pioneer brand in breaking down the boundaries between fashion and sport, something which is now more prevalent in the athleisure market.

In recent years, ellesse has garnered significant attention from street-style bloggers and musicians, with names including Mark Ronson, Jessie Ware, Jess Glynne and Anne Marie all wearing the brand.

The store is situated at 39 Neal Street, Seven Dials, Covent Garden, London, WC2H 9QG and is now open.