Imagine if you walked into Zara and the men’s and women’s clothes were hanging on the same rails? If you picked up a Boyfriend Jacket and had to make the call as to if it really was intended for the man in your life, or for you. I can’t imagine boys wanting to fight for room next to sharp elbowed girls in the denim department. Yet, enter most sports stores and men’s leggings, hoodies and tees are set up practically next door to womens.
So I was super happy when I heard that Nike Town London, a sprawling store that practically requires a compass and snacks to navigate, was relaunching with a women’s only floor. Hurrah, no more confusing jock straps for thongs and so forth (joke of course, Nike doesn’t do a g-string).
Tennis, yoga, Sportswear (that’s the fashion focussed line to you and me) and snowboarding gear is all on offer, along with a gait analysis machine, and Nike ID studio. Running togs are the only ones omitted from the ladies floor, but Covent Garden has its own running specific store now, so I forgive them. The New Year promises a Women’s Only Running Club on a Tuesday night too – watch this space.
I picked myself up a second Nike Women HyperWarm Hoody this time in bright blue, and a marl grey support top from the ‘Bra Bar’ where a rainbow of tops are lined up in varying degrees of hold-me-in ability.
Clothes are arranged with room to breath, and sections are clearly labelled so you can tell your downward dog outfits from your over arm serve ones. The changing rooms are spacious, giving enough room to swing a cat, or at lest a few overstuffed handbags.
It’s hardly a mind blowing progression for the store, but actually as we all know, it’s the little things that really matter in life. And knowing what floor to head to once you’ve plucked up the courage to enter the mouth of Nike Town London makes what can be an intimidating shopping experience, a veritable breeze.
Nike Town London, Oxford Circus London
Women’s only floor, floor 3
If you want to know more about NIKEiD and Boot Room experience should email iDStudio.NTLondon@nike.com or call +44 (0) 207 612 0090 to make an appointment