Proudly British brand Sealskinz, the leader in waterproof outdoors accessories, announces the opening of a brand new and highly-anticipated pop-up store, catering to adventurers in all pursuits from city cyclists and urban wanderers, to wet-weather hikers and wild campers. Located in the heart of London, the Sealskinz pop-up store will blend the heritage of the iconic waterproof sock, hat and glove brand with a fashion meets function aesthetic through the stylish ‘Vitae’ collection.
Located in the heart of Westminster, the store at 29 Marylebone Lane, W1U 2NQ opened in November and will run for eight weeks. The pop-up space showcases the Sealskinz ‘Vitae’ collection of comfortable, stylish, and weatherproof pieces, alongside its core waterproof accessories to cater for the growing number of people seeking to embrace an outdoor lifestyle within city environments.
The ‘Vitae’ collection was designed by renowned fashion visionary Ray Kelvin, the founder and former CEO of Ted Baker, who acquired Sealskinz in late 2022 with the aim of evolving the heritage brand into a household name in the outdoors space, for the modern-day consumer. Kelvin created the ‘Vitae’ collection of contemporary clothing – Sealskinz’ first foray into apparel – and accessories designed with functionality at their core. The collection includes pieces made from sustainable yarns such as bamboo and organic cotton, with the range featuring Kelvin’s signature injection of colour. The collection sits alongside Sealskinz’ core range of accessories such as the three-layer sock that broke the mould and set the bar for endurance brands; and its Fusion Control waterproof gloves.
With a growing number of people seeking to embrace an outdoor lifestyle within city environments, Kelvin said: “Our goal is to offer adventurers the perfect combination of functionality and style, enabling people to tackle the outdoors in any weather condition, in high quality kit they trust. Our first UK pop-up store marks an exciting moment for us, allowing customers old and new to explore the ‘Vitae’ collection and wider range close up.”