South in West

Daniel W. Fletcher opens his first store, featuring a basement exhibition space
By Nazanin Shahnavaz | Fashion | 4 November 2016

Daniel W. Fletcher store. Photography Josh Fray

Daniel W. Fletcher has opened his first retail space, in the heart of London’s West End. The pop-up shop will stock his current FW16 range of preppy-streetwear-inspired-menswear and a sneak preview of his SS17 collection, which he presented during LCM last June in the form of an anti-Brexit pro­test.

Fletcher’s work often takes a political stance covering themes such as gentrification and government austerity. His graduate Central Saint Martins collection, ‘Peckham Pony Club, received critical acclaim and was picked up Opening Ceremony in New York. This launched the young designer on a steady trajectory; he is now stocked in the retailer’s locations worldwide and his Bedford Street store opening marks an important date in the designer’s career.

Daniel W. Fletcher store. Photography Josh Fray

The pop-up takes over an historic 1861 building on Bedford Street and was designed by architect Farshid Moussavi, who worked with Daniel to incorporate elements of the collection – specifically, materials used in the clothing – into the space itself. While the upper floor uses stripes (an ongoing motif in Daniel’s designs) as a backdrop to the collection, downstairs exists as a neon pink-lit exhibition space, displaying editorial images of pieces from Daniel’s collections published in titles including HERO.

The opening of Daniel’s store backs up a major year for the designer, who was recently awarded the BFC fashion film award and has presented two collections since the start of 2016.

Daniel W. Fletcher is at 38 Bedford Street, Covent Garden, London WC2E 9EN

Daniel Fletcher SS17


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