There’s a new kid on Beak Street, and it’s wearing sneakers. Autry®, the retro-infused footwear brand with roots in 1980s Americana and a distinctly Italian design sensibility, has officially opened the doors to its first-ever flagship store in London.
The 200-square-meter boutique, nestled in the cultural mash-up that is Soho, doesn’t feel like your average retail space. Stepping inside is more like entering a curated world-part gallery, part sneaker shrine, and fully aligned with Autry®’s vision of “style-meets-sport”.
The interiors are all about contrast and materiality. Raw granite walls, a red travertine table that looks sculpted from Mars, and steel clothing rails give the store a sense of industrial permanence. But there’s playfulness too: a plush Klein blue carpet featuring a giant Autry logo stretches across the floor like a sport field; a lacquer-red checkout counter adds a jolt of color; and a total-blue Tufty-Time sofa by Patricia Urquiola for B&B Italia invites you to sit back and soak it all in.
This is retail theatre, but with a quiet confidence—nothing screams for attention, yet everything is considered. The lighting, custom-made to evoke the glow of stadium floodlights, casts a warm drama over the sneakers that built the brand’s cult following.
To mark the London debut, Autry® dropped an exclusive capsule: a hoodie, T-shirt, cap and limited-edition Medalist sneaker, all featuring a playful pink twist on the logo and the store’s Soho coordinates.
For a brand that started with a tennis shoe in Texas, this London landing feels like a full-circle moment, one that blends heritage with contemporary cool.
Fore more information: www.autry-usa.com ; @autryglobal
