Monday 29th October

| BY Dino Bonacic

Selfridges Open Their Menswear Designer Street Room

SELFRIDGES Men's Designer Street October 2018 high-res (33)

Is there really any difference between how we shop for streetwear and designer clothes? Is it even worth separating the two anymore? The team at Selfridges gives a firm no. Recognising that thinning line between two retail categories slowly disappearing from the landscape, Selfridges created a uniformed space bridging the gap between the streets and the catwalks. The shopping destination of right-here-right-now, their menswear Designer Street Room just opened today on the first floor at 400 Oxford Street. After a long-term refurb, the 18,000 square feet have been revealed as the next-level shopping experience that goes beyond just buying a pair of trainers. Mixing brands like Off-White, Gucci, Versace and Kenzo with streetwear names such as Ader Error, Facetasm and Blondey, the conversation broadens from clothes into a way of life.

In addition to the 88 fashion labels, the space also houses a men’s beauty corner as well as a full-blown skate park named The Bowl. Sitting in the corner of the space and overlooking the daily throng of Central London, it’s open for all ages through a booking system available online. In addition to complimentary 2-hour skate sessions, you are also able to book some 1-2-1 lessons. And in case you happen to forget your own skateboard, you can buy some pretty major boards in the Palace corner just next to it. The Bowl is also imagined as a hangout space with planned Q&As, liver performances and other events, giving another layer of lifestyle to the Designer Street Room. The classic Range Rover in the middle of the room is currently baring the yellow canvas and the department store’s logo as its roof, but the plan for the time to come is to give different designers ownership over the object, allowing them to turn it into an installation of their own.

But it’s not all looks here. Selfridges is also launching a new channel of communications with their new customer to reflect all the bricks-and-mortar changes. In order to find out when all the most exciting drops are coming into the space, you will have to follow @theyellowdrop on Instagram for updates.

Ok, that’s all. Now take your time and mull over all this retail news coming at you. But don’t mull to hard, it might all be sold out by the time you get your head round.

selfridges.com

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