heritage remains one of the key trends in fashion and lifestyle, and it's interesting to see many a traditional brand and company reposition themselves and their products by drastically tweaking marketing strategies in order to appear on the hipster radar. and retail is one way of doing it. brooks england is a british company and has been around since 1866, primarily making bike saddles, various bags, and under the john boultbee label, also an apparel line. raising its brand profile, brooks england has opened its first store, called b 1866, in london's seven dials area. proud of its legacy, the shop interior is very much a celebration of its roots.
cozy and welcoming, it's spread over two floors of a cottage-like structure and many of the building's original elements have been retained. exposed bricks have been dipped in fresh paint, mixed and matched with new timber flooring. vintage props and cool bikes adorn the premises. the brooks england store carries the brand's full range of saddles, and some of which have found a prominent spot on the wall. the display is accompanied by a timeline of the company history. and if you're up for a special treat, the basement accommodates a salon of sorts for bespoke saddle orders. obviously, john boultbee's apparel is also available here. location: 36 earlham street [seven dials].