Shaftesbury Capital recently announced the launch of a new temporary store in Soho for LABRUM, the acclaimed British African menswear brand noted for its showcase at London Fashion Week earlier this year. The brand will take over an 800 sq ft space at 35 Marshall Street.
This year is particularly special for LABRUM, as it marks the brand’s 10th anniversary. LABRUM, which last year was honoured with the Queen Elizabeth II Award for British Design, continues to be recognised for its innovative approach that fuses elements of Western and West African cultures. Founder Foday Dumbuya, who grew up in Sierra Leone, Cyprus, and London, launched the brand leveraging his prior experiences with global fashion giants like DKNY and Nike.
The new Soho store will serve as a hub for various activities, including events, live demonstrations, and bespoke tailoring, offering shoppers a comprehensive retail experience that complements the brand’s ready-to-wear lines. Reflecting Dumbuya’s heritage, LABRUM’s tailoring uniquely combines conventional craftsmanship with African-inspired aesthetics, pushing the boundaries of conventional fashion design.
Speaking about the new expansion, Foday Dumbuya, the founder and creative director of LABRUM, stated, “The essence of LABRUM, derived from Latin meaning ‘having an edge’, truly encapsulates what we are bringing to Soho. After a successful season at London Fashion Week, expanding our footprint was our next step. This pop-up in such a storied fashion district comes at an opportune time, especially with exciting new collaborations on the horizon.”
In line with their support for innovative fashion creators, Shaftesbury Capital has also recently facilitated studio space at 26 Kingly Street in Soho for two promising designers from the London College of Fashion UAL. This initiative, which started in 2019, saw its latest recipients, streetwear designer Ceri Linehan and men’s knitwear expert Khalil Khaliqar, begin their tenure in 2024.