Following store openings at homebase Amsterdam and New York City, and a pop-up venue in London in 2018, Dutch streetwear brand Daily Paper returns to the British capital with a standalone store in the popular Soho shopping area. The company secured a retail space of approx. 200 sqm. (2,153 sq.ft.) across the ground floor and basement of a six-storey brick structure built in 1931 along Great Pulteney Street, rubbing shoulders with boutiques of the likes of Rag & Bone, Paul Smith, Aesop, Le Labo and Byredo. The interior design, created by Daily Paper‘s in-house design team and supervised by founders Jefferson Osei, Abderrahmane Trabsini and Hussein Suleiman, flaunts elements hinting their respective African roots, most notably the triangular coat of arms depicted at the entrance and a series of custom-made Nubian mannequins. And yet, there’s also a strong reference to the trio’s home country given the overall clean and practical design of the premises, featuring pristine white walls alternated with sections dipped in a verdant green hue, large mirrors, stone tile flooring, and glass and steel shelving. A timber-clad staircase leads to the basement section with a similar aesthetic, although light stone tile flooring lend it a softer edge. The new Daily Paper store carries the brand’s full range of men’s and women’s apparel, accessories and lifestyle goods which cleverly pair iconic pieces with elements that reference the founders’ cultural background. Daily Paper is known to be well-rooted in urban subculture, and the store aims to be a meeting ground for kindred artistic spirits and their following, and as such, it’ll also host various events.
Daily Paper
14-16 Great Pulteney Street (Soho)
London W1F 9ND
Mon-Sat 11am-7pm
Sun 12am-6pm
Publishers Note
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