Scandi Shopping in Soho

Ganni, Soho

Lately we’ve been enjoying the little Scandi enclave that’s developing in Soho. Here are the shops and brands to look out for:

Wood Wood, Brewer Street

Danish-born Wood Wood‘s large Brewer Street shop not only stocks their own brand (think basics with a twist – soft cotton T-shirts, hoodies and jackets in clever cuts) but a careful edit of other labels too. For more Nordic chic there’s Carcel whose beautiful jumpers are hand-sewn in women’s prisons, Helmstedt for colour and prints and Iuo for sculptural earrings made in Copenhagen. There are also brands from all over the world including Barcelona-based About Arianne, New York’s PRISCAVera and London’s own Shrimps. In true concept store style there’s a mixture of mens, womens, childrenswear and homewares too. Rails carry just one piece of each item so ask for help to get your size to try. Buy something and you’ll get a Wood Wood shopping bag – especially cool, these are totes made of paper that you can put in the washing machine. 33-35 Brewer Street, W1F 0RX

Ganni, Beak Street

Take a look at the pastel-hued home of Ganni’s founders, married couple Ditte & Nicolaj Reffstrup in Østerbro, Copenhagen to discover the inspiration for their uplifting London store. With light wooden floor boards and stripy rugs, comfy armchairs to sink in to and paper flowers perched on textured chests of drawers; trying on dresses here is like being in a fantasy dressing room. The shop also has a Take Back Box where you can drop off any unwanted clothes or shoes (from any brand not just Ganni) and they’ll sort them so that they’re reused, recycled or transformed into new fabrics. Coming next is Ganni Repeat – where you can rent pieces from past or present seasons. Currently only available in Denmark, fingers crossed it will be launching in London soon. 36 Beak Street, W1F 9RF

Samsøe Samsøe, Beak Street

Over the road from Ganni, there’s the smaller Samsøe Samsøe, divided in half with menswear on the left and womenswear on the right. The Scandinavian brand excels at practicality so expect jumpers to be properly warm and jackets to be rainproof, and there’s no scrimp on colour or playfulness either. We particularly love their trousers which hold their shape between washes, and their slip skirts that come in different lengths. 47 Beak Street, W1F 9SE

All Blues and Stand Studio at Liberty

Stockholm-based jewellery brand, All Blues is stocked at Liberty. Find their new Hungry (mottled) and Satisfied (smooth) Snakes collection of rings and hoops in store now, plus ear cuffs and minimal bangles in gold and silver. Upstairs there’s a small collection of Stand Studio, a fashion-week favourite where jackets and coats are the speciality. Faux fur and soft leather comes in bright colours and pastel shades. Liberty, Regent Street, W1B 5AH

— Daisy Allsup
4th March 2020