Denim Mag

Ben Sherman – Heritage of Modernism

Ben Sherman are extremely proud to announce The re-launch of the brands store on London’s iconic Carnaby Street. As The adopted home of the brand since the late sixties, the fully redesigned and refurbished store represents The first phase of a new foray into premium retail for the British lifestyle brand.

Working in partnership with Brinkworth, the celebrated design agency behind retail concepts for brands such as nike, all Saints and whistles, the store introduces an innovative approach to contemporary retail. Incorporating elements inspired by Ben Sherman’s heritage of modernism set within a modern, sophisticated space, the store presents the plectrum by Ben Sherman line, a premium collection of contemporary menswear.

Reflecting the brands authority in shirting, the centerpiece of the store is The Shirt Bar; a counter dedicated to shirting, and designed to make the task of finding the perfect shirt both easy and enjoyable. Staffed by Ben Sherman’s comprehensively trained experts in shirts, the Shirtelliers, it is here that customer’s questions will be answered and shirting solutions delivered with a premium retail experience.

Catering to the inquisitive hoards of shoppers to be found almost permanently on Carnaby Street, the stores windows are also something of an enticing showpiece. Featuring a fully interactive display showcasing a selection of seasonal product, passersby can command articles of their choice to be brought to the forefront of the display, where they will be shown 360 degrees in isolation, for their own inspection.

Elsewhere in the store, icons of British design such as carefully sourced vintage inspired lighting fixtures and furniture to the fabrics used in the production of the collections themselves, are set amongst the clean space of a contemporary retail environment.

This new retail concept will also feature within an entirely new store in Toronto, Canada, opening during the autumn, and later, will roll out to Ben Sherman’s global retail portfolio.



Amidst one of London’s best loved markets and an area with its own vibrant heritage, Ben Sherman proudly unveil their first outpost in West London, a unique concept store; 115 Portobello Road.

Housed within a former antiques shop, in 115 Portobello, Ben Sherman present a unique concept store showcasing the finest selection of product from the Plectrum by Ben Sherman collection, as well as being the only Ben Sherman store to stock and only store worldwide to offer the full Ben Sherman

Modern Classics line.

Sympathetic to the independent nature of local business and the community spirit of the neighbourhood, the store retains not only its original fascia, but will feature minimal branding, with the hoarding, down to the bags,

all simply labelled 115 Portobello Road. Once inside, the stores unstated theme continues, allowing the product to speak for itself.

The collections are presented in two distinct areas, with Plectrum by Ben Sherman at the front, within a clean, contemporary space. Here, the concrete floor is complimented by cubby holes, in which accessories and accoutrements are displayed, lending the space a boutique feeling. Towards the rear, where clean walls are replaced with light wood and rugged slatted tiles, reflecting the nature of the product, you’ll find the exclusive Ben Sherman Modern Classics collection.

Amongst the rails of apparel and accessories, you will find curated objects and curios; complimentary pieces and curiosities meticulously handpicked from a variety of sources and craftsmen, as well as a handful of other select brands we believe embody a Heritage of Modernism.

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