Technical apparel brand, Kit and Ace, opens on Monmouth Street, Seven Dials, London

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Shaftesbury has announced that international technical apparel brand, Kit and Ace, has officially launched on Monmouth Street, Seven Dials, in the heart of London’s West End. The new 1,700sq ft store offers technical apparel made from proprietary fabrics, like technical cashmere and technical silk, that perform for everyday wear.

Founded in 2014 by Shannon and JJ Wilson, Kit and Ace has nearly 60 locations across North America, Australia, the United Kingdom and Japan. The new Seven Dials store marks the next step for the brand’s growing presence in London.

Sam Bain-Mollison, head of group retail strategy and letting at Shaftesbury, said: “Seven Dials always attracts distinctive international brands and the new Kit and Ace store adds a unique retail presence to our offer on Monmouth Street. The technical focus of their product sits perfectly alongside new entrants and UK debuts for sportswear brand Ron Dorff and new fitness concept Another_Space on Tower Street, as well as specialist sport brands such as Finisterre and Brooks, also in Seven Dials.”

JJ Wilson, co-founder and head of brand at Kit and Ace, said: “The launch of our store in Seven Dials is very important for us as it plays a central role in our expansion within the UK. The West End location alongside the great retail brands made this the perfect permanent location for us.  We are looking forward to being part of Seven Dials.”

Kit and Ace is the latest in a line-up to choose Seven Dials as a store location in the last six months, including Fresh, Nixon, Le Labo, Ron Dorff and Another_Space.

Seven Dials is home to over 150 shops, including international flagships and concept stores, renowned beauty and grooming salons as well as over 50 vibrant cafes, restaurants, bars and pubs. The area comprises of Monmouth Street, Earlham Street, Neal Street, Shorts Gardens, Neal’s Yard, Endell Street, Shelton Street, Mercer Street and the Seven Dials monument. Combined with two luxury hotels, five theatres, two private member’s clubs, a large number of apartments and offices, including the UK headquarters of Facebook, Seven Dials is a unique retail and leisure destination in the heart of London.