New women’s sports store showcasing independent brands opens on Regent Street ahead of UK’s summer of international women’s sports

Style Of Our Own London (SOOO), a new, immersive pop-up store dedicated to women’s sport, opens its doors at 245 Regent Street for the first time on Thursday (June 5) ahead of an exciting summer of women’s sport in the UK.

Founded by Laura Youngson of IDA Sports, with the support of Mastercard, Westminster City Council and The Crown Estate, SOOO will host an ever-changing rota of carefully selected small businesses, which are all passionate about creating high performance and comfortable sports gear for women and addressing the unmet demand for women’s sports merchandise.

Customers at SOOO will be able to shop these innovative and independent sports brands, which are usually mainly available online; test out equipment on the shop’s three-a-side football pitch; and attend one of the store’s 200+ events including talks, workshops, organised runs and more.

Laura Youngson, Founder of IDA Sports and SOOO said: “At SOOO, we believe women should have access to the best equipment whether they’re lacing up for a run on the pitch, attending a fitness class or representing their country in a competitive fixture. It’s fantastic to now have a community hub stocking independent women’s sports brands right in the middle of town. SOOO is going to be the home of women’s sport this summer and we can’t wait to meet you all.“

SOOO is powered and backed by Mastercard, a proud sponsor of sport in the UK. Mastercard is providing SOOO with funding and extensive marketing and promotional support as part of its passionate and longstanding support of women’s sport in the UK and its programme to support small, independent businesses and help them grow.

SOOO was selected from over 800 applicants for Westminster City Council’s Meanwhile On project, which provides innovative brands with access to high-profile retail spaces. The project, set up to create a more inclusive and fair economy, gives brands significant relief on business rates, budget for store design, and end-to-end support from retail experts.

Charlie Carrington, Senior Vice President Marketing and Communications, Mastercard UK & Ireland, said: “As a longstanding sponsor and supporter of sport, we know how much passion and enthusiasm is out there. And we’re incredibly excited that women’s sport, which we’ve supported and championed for years, from grassroots to championships, continues to reach new heights. SOOO harnesses this, bringing high quality sports gear to women, helping small businesses thrive and providing an opportunity for fans to come together. At Mastercard, we always put fans and players first and SOOO is one of the many ways we do this.”

Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development, Westminster City Council, said: “We launched the Meanwhile On programme to bring fresh, independent brands into some of the most iconic retail spaces in the world and SOOO is a brilliant example of that vision in action.This project supports the long-term health of West End retail by reactivating vacant units with creative, purpose-driven businesses. It’s not just about filling empty shops, it’s about creating dynamic, modern experiences that will bring people back to our high streets.”

Laura Thursfield, Leasing Director – Retail, at The Crown Estate, said: “Regent Street has long been home to ‘firsts’ in the retail and fashion world, such as the recently announced and much anticipated opening of SKIMS' first store in Europe, and so it is only fitting that we support Style of Our Own in creating a hub for women’s sport. It is a source of great pride that we are welcoming this exciting platform for women’s sport to the heart of the West End, while providing a space for small businesses to showcase their products in an iconic shopping destination.”

SOOO comes as the UK prepares to host various women’s sport competitions this summer across rugby, golf, tennis, cricket, football, athletics, netball and basketball and as studies show that women athletes – from sports enthusiasts to grassroots and professional players – need sports gear built with their specific needs in mind.

SOOO opens on 5th June and will open daily until 31st October.

Visit SOOO London to find out more including the store’s exciting programme of talks, events and workshops.