SOOO LDN is an innovative new store built for fans of women’s sport and the people who play it — a first-of-its-kind destination at 245 Regent Street, celebrating the products, stories, and spirit driving the game forward.

Home to 20+ predominantly women-led businesses, the store brings together bold, brilliant offerings designed for women in sports - each filling a gap, providing something that never existed before.

Alongside retail, it hosts events, talks, and workshops that celebrate every aspect of women’s style: how we play, how we lead, how we show up.

SOOO come join us…for an event,
to grab the right kit, sign up for a kickabout... or to meet more people like you.