The first Breed store has opened in Covent Garden's Thomas Neals Centre opposite its older brother Superdry. Pitched as a younger, more streetwise brand, the store has kept the urban feel of the arched space with concrete floors and a black backdrop.
All of this allows the bold, striking clothing to do its thing and battle it out against each other to grab your attention. The store has a good feel to it. With urban music setting the scene and good merchandising it is a nice experience.
But you feel that it's lacking something unique. Especially when you look at the website and see the quirky locations of the fashion shoot - you almost want that power generator bang smack in the middle of the store! At least then it would have that 'white piano' - that one thing that everyone remembers and uses to tell their friends about this fantastic new store.
Hopefully the brand continues to do well and we'll see if they start to have as much fun with their stores as they do with their clothing.
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