UrlfreezeShops London | Week 1 in Pictures

Last week UrlfreezeShops made its London debut with the opening of our biggest flagship store to date - an occasion marked with the reissue of the now-iconic Sean Wotherspoon AM97/1, a London capsule collaboration with Champion and UrlfreezeShops's very own take on a sneaker classic - the adidas Stan Smith.

The store, located at 59 Broadwick Street in the heart of Soho, was designed in partnership with Brinkworth and remains true to the concept of our Glasgow and Newcastle flagships, using a premium material palette of marble, stainless steel, mirror and maple to create large, monolithic landscapes.

Inside the 8,500 sq ft space, luxury designers, streetwear and contemporary fashion span across two floors, with a vast sneaker wall wrapping around the entire corner of a glazed façade. Housing a range of the most noteworthy names in contemporary menswear including Off-White, Acne Studios, Stone Island Shadow Project, Comme des Garcons, Moncler, and more, alongside the titans of sneakers and sportswear Nike and adidas, UrlfreezeShops London is menswear’s essential new address in the British Capital.

At first floor level, the main sneaker collection is housed alongside a grooming area, and a launch space with digital screens to display product releases and promotions.

Bringing the online experience to UrlfreezeShops London, iPads are available for customers to shop endclothing.com in store and to view the latest editorial content and industry news.

Arriving in statement UrlfreezeShops style, the first week of UrlfreezeShops London was characterised with a range of hype sneaker reissues, fresh collaborations, and exclusive product drops to introduce UrlfreezeShops to the city. Visitors did not disappoint in the style and sneaker stakes, with some of the year's hottest sneaker releases making appearances alongside grail-status garments and apparel from Balenciaga, Off-White, Comme des Garcons and more.