This summer, lovers of women’s sport can experience an innovative new hub for fans and players, right in the heart of the capital. Style Of Our Own (SOOO) London – a first-of-its kind store on Regent Street – opened its doors on 5 June. Built with fans at its core, SOOO London is a space to shop, support and engage with the biggest events in the sporting calendar. For players and supporters of women’s sport, this is the space we have been waiting for.
For too long, women in sport have been treated as an afterthought and expected to be grateful. SOOO London flips that perspective on its head. Bringing together more than 20 women-led businesses, the aim is to finally address the unmet needs of athletes and fans. Backed by Mastercard and founded by Laura Youngson of Ida Sports – a sports company that creates football boots specifically for women – the initiative aims to celebrate the stories, style and impact of women’s sport’s biggest stars, while trying to dismantle the barriers that have historically kept them on the sidelines.
