Shaftesbury Capital has unveiled plans for a new pop-up store in Soho for LABRUM, the British African menswear brand that gained attention at London Fashion Week in February. LABRUM is set to occupy an 800 sq ft space at 35 Marshall Street, marking its inclusion in one of the UK’s most renowned neighbourhoods.
2023 marks a significant milestone for LABRUM, celebrating its 10th anniversary and building on the momentum from receiving last year’s Queen Elizabeth II Award for British Design. The brand, known for its modern approach to fashion retailing, seeks to meld Western society with West African culture. Foday Dumbuya, LABRUM’s founder, who has roots in Sierra Leone, Cyprus, and London, founded the brand after accruing experience with major labels like DKNY and Nike.
The Soho location will focus on events, live activations, and tailoring to provide a holistic retail experience. LABRUM is noted for its unique tailoring that integrates traditional techniques with an African influence, reflecting Dumbuya’s heritage and his philosophy of creating boundary-free, expressive garments.
Foday Dumbuya, Founder and Creative Director of LABRUM, commented on the new venture: “LABRUM translates from Latin as ‘having an edge’, and that’s what the brand brings to Soho. Following a fantastic run at London Fashion Week, we’ve been looking to expand our presence, and this gives us the perfect opportunity to do that. With some amazing collabs coming soon, this is a great time to be part of such an iconic fashion hub, and we’re excited for the pop-up run.”
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This latest initiative by Shaftesbury Capital aligns with their ongoing commitment to fostering innovation among fashion entrepreneurs. In another recent development, they awarded studio space at 26 Kingly Street in Soho to two emerging talents from the London College of Fashion UAL. The programme, established in 2019, welcomed its 2024 winners earlier this year: streetwear designer Ceri Linehan and Khalil Khaliqar, a specialist in men’s knitwear.
