Umbro's Tailored By England concept store

Where: Village Underground, 54 Holywell Lane, London EC2A 3PQ

Times
9am - 6pm Monday - Sunday

Admission
Free

On March 29, Umbro will open the doors on a concept store brand experience, the first ever dedicated space to showcase the new England kit, following its live reveal during the England vs Slovakia game at Wembley on March 28th

This premium space, open for a period of two weeks, will be the only place in the UK where the physical kit can be seen between the launch (March 28) and retail sale date (April 1). In addition, a range of premium products will be on sale, including 50 pair of limited edition white Speciali boots, as worn for the first time by John Terry against Slovakia. Consumers will be able to pre-order the new England kit for collection on April 1, when it will go on general sale ahead of the World Cup Qualifier against the Ukraine.

Drawing inspiration from the tailoring concept applied to the new England kit, visitors will be taken on a live experiential journey through the development process and inspiration behind the kit. Taking cues and inspiration from the intrinsic link between English football and culture, the open space layout will link the concepts of football, tailoring and fashion to deliver a truly unrivalled brand experience.

Tailor Charlie Allen, an instrumental part of the kit’s design and tailoring process, will be running live workshops in the store, providing consumers with an understanding of the craft and detail that goes into a tailored garment. Throughout his residency in Shoreditch, Charlie will be on hand to offer bespoke measuring services.

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