245 Regent Street - High Street Retailer

4th June 2025 I celebrated my 39th Birthday in the shop window of 245 regent street. The Style of Our Own Store, or SOOO as its more commonly known, is a collective of over 26 female founded and owned brands focused on women’s fitness and sport. 

Never before has women’s sport had its own presence in the high street, it has always been a dark back corner of other shopping spaces. Well the tide has turned and this store is ripping up the rule book when it comes to shopping spaces for women. The store is LOUD! Neon everywhere, bright and bold prints, amazing coffee, huge and spacious changing rooms, sports bras and leak proof underwear front and centre plus a small sided Astro Turf to play sport on! The store is a movement, but for now it’s only there for a moment. Running till the 30th October 2025, your window to visit and experience it is limited, so if you are in London this summer make this a to-go destination on your travels. 

Natalie