Evolving Tower London opens Camden flagship

By

Nigel TAYLOR

Published
Sep 29, 2021

Tower London is evolving. The capital-centric footwear retailer is about to open a store in Camden, north London, becoming its first physical opening since a rebranding and heralds a new chapter for the independent business.

Becoming the largest of its five capital locations, the new store, which opens Thursday, “highlights Tower’s connection to London life and youth culture”. 

It comes dressed in a strong palette of blacks, greys, and bold yellows alongside textures of concrete and reinforced glass, while neon signs and Tower’s light box sneaker wall “creates a unique and elevated shopping experience while respecting [our] heritage trademark identity”.

As its largest and longest-standing brand partner, Dr Martens also has a dedicated curated area within the store, alongside other brands including Clarks Originals, Asics, New Balance, On Running, Birkenstock, Timberland and Veja.

And there’s more to come. The new store and re-brand is just the beginning of what will develop into "a brand-wide overhaul over the next 6-12 months". 

“This will not only be from a digital and store level brand identity, alongside continued and increased London centric community and charitable initiatives, but also critically in the product offering”.

With the help of contemporary fashion and streetwear retailer Morgan Weekes of Morprime Industries, customers can expect to see an increased selection of premium brands “alongside collaborative and limited-edition footwear as well as the brands own curated streetwear apparel offering”.

Now in its 40th year of trading, the independent business includes locations in Brick Lane, Walthamstow, two in Wood Green, and an HQ in Shoreditch.

The leadership team of Gerry and Yiannis Demopoulos said: “Tower London has become synonymous for stocking a curated edit of heritage footwear brands to represent the tastes of each corner of the city. Our brand and mission have solidified over the last nine years and we felt it was time to further refine the essence of our identity. Camden High Street is a unique destination, having been on our target list for a while and is the ideal place to experience the next level of growth with our customers and the local community”.

The Camden store opening day will include offering a limited edition (1/200) capsule collection of premium Tower LDN tees and hoodies. Supported by Dr Martens, visitors can enjoy music provided by UK-based collective Melodic Distraction and the opportunity to win giveaway prizes.