Cult beauty and fashion brands join Seven Dials retail offering

Seven cult beauty and fashion brands have signed to join a unique Shaftesbury retail destination in Covent Garden.

Shaftesbury has announced the seven retail signings totalling 6,000 sq ft in Seven Dials, including Nudie Jeans, which pioneers sustainable denim through ethical production, an upcycling re-use program, and a free repair service that will feature at the new store.

Also joining Seven Dials at Monmouth Street are London-based contemporary womenswear labels L.F. Markey and Emin + Paul.

Australian skin, hair and body-care brand Aesop, and holistic Parisian beauty label Aime will also be coming to Monmouth Street. And the recently rejuvenated Earlham Street is welcoming menswear brand Oi Polloi.

Sam Bain-Mollison, group retail strategy and leasing at Shaftesbury, said: “To have so many renowned independent and international brands joining the destination is a credit to the authentic and eclectic style found throughout Seven Dials, and will add even more to our diverse offering in the lead up to Christmas”

Palle Stenberg, senior advisor at Nudie Jeans, added: “We are dedicated to ensuring Nudie Jeans is a force for good in the retail landscape, so it’s a pleasure to join Seven Dials which is aligned in its values.”