Pro skateboarder Blondey McCoy has opened the doors to the first permanent store for THAMES MMXX in Soho, bringing the brand into a dedicated space in central London.
The new store sits at 53 Brewer St, London W1F 9UL and gives THAMES MMXX a physical home where people can experience the full range of apparel, jewelry, and accessories in person.
Instead of only seeing drops online or through selected stockists, visitors can now walk into a space built around the brand’s own identity and see everything laid out in one place.
For Blondey, who first built recognition through skating before moving into design, this opening brings a more grounded way for people to connect with what he has been creating under THAMES MMXX.
The store reflects the same ideas that have shaped the brand since it began, now placed into a setting where people can browse, try things on, and spend time with the collections at their own pace.
Soho has long been known for fashion, design, and independent retail, and this new location fits right into that mix.
The area already draws a steady flow of locals and visitors, which means the shop sits in a place where people are already looking for interesting clothing and design focused spaces.
Inside, the layout focuses on letting the clothing and accessories speak for themselves.
There is a mix of clean presentation and small details that reflect the THAMES MMXX identity without feeling overdone.
It is designed to feel open and easy to move through, giving visitors room to take in each section of the collection.
With this first permanent store now open, THAMES MMXX moves into a new phase where it can connect with people in a more direct way, while still staying rooted in the ideas that have shaped it from the beginning.
Blondey Posted:
"THIS WILL BE THAMES MMXX.
A world to live in and delight in!I’ve kept an ear to the ground for years for exactly the right shop. I wouldn’t waste anyone’s energy pursuing anything less, nor, being ultimately more stubborn than impatient, could I wholeheartedly bring myself to revisit the definition. In the meantime, we’ve created or gratefully accepted opportunities to build glimpses of our world in shops which already exist, and installed The Front Room, a booking-recommended space, in our second-floor, Monday-Friday studio. That’s been more than a stopgap, but this was fundamentally its intention, and after learning late last year that 53 Brewer Street might unexpectedly become possible, I could think of little else.
53 Brewer Street was familiar to me, and not just because it’s 36 seconds away: there are only so many potential shops in potential Soho, there are even fewer on corners and junctions, which was essential, and there is just one with properly bowed windows for a front, which would be a very THAMES bonus, and this was my thinking, ringing the number on it in 2019, when such retail spaces still needed to advertise or come to market at all. I was told then very concisely that it had been taken, which was not such a blow, as the ask had only been out of curiosity anyway: I didn’t have anything to put in it.
Seven years on, however, THAMES not only has stuff, but it has 𝘵𝘩𝘦 stuff; we have inadvertently vetted the will-be staff for years; they, in turn, have inadvertently prepared; and we are, I feel, simply ready to take this next step, and contribute more tangibly than ever to this city which will always be our home.
I very much hope that you will join us in that."