Luxury British performance outerwear brand Shackleton has recently opened its doors to a pop-up store on London’s bustling Regent Street. This marks the third consecutive winter that the brand has opted for a temporary retail space, emphasizing its growing presence and popularity. The timing and location of the store are particularly poignant, as they coincide with the centenary of the death of renowned Antarctic explorer, Sir Ernest Shackleton, in 2022.
Spanning an impressive 900 square feet, this temporary boutique showcases Shackleton’s latest collection for autumn/winter 2021, emphasizing the brand’s commitment to sustainability with its 100% recycled fabrics. Among the prominent pieces featured in this collection are the ‘Haakon Tactical Parka’, the ‘Lokroy All-Conditions Parka’, and the ‘Rothera’ hooded down jacket. Shackleton, known for its high-quality craftsmanship and attention to detail, aims to provide luxurious outerwear options that are not only stylish but also durable in extreme weather conditions.
Beyond its fashion offerings, the Shackleton pop-up store offers visitors the opportunity to delve into the brand’s “exhilarating expedition travel experiences” through the Shackleton Challenges program. This unique program provides exclusive adventure travel opportunities and training, allowing individuals to test their limits and embark on exciting expeditions. For those unable to embark on these journeys, the store also showcases exclusive film and photography from the current ‘Adaptive Antarctica’ expedition to the South Pole, led by adaptive explorer Martin Hewitt and Director of Expeditions Louis Rudd.
In line with commemorating the centenary of Shackleton’s death, the pop-up store will host a range of activities, events, and speakers throughout the upcoming months. This initiative serves as a tribute to the legacy of Sir Ernest Shackleton and aims to engage and educate the public about his remarkable achievements as an explorer. By encouraging public involvement, Shackleton not only seeks to promote its brand but also aims to inspire and captivate a wider audience.
The decision to establish the pop-up store on Regent Street was carefully considered, as this iconic location draws a large and diverse crowd. Shackleton’s CEO, Martin Brooks, expressed the brand’s dedication to expanding its reach and connecting with as many people as possible. The brand’s rich history, coupled with its exceptional performance apparel and enticing expedition travel offerings, are certain to captivate the Regent Street audience and extend the brand’s influence beyond this prominent London street.
* Useful links:
1. Shackleton Official Website
2. Shackleton’s Story
