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SOOO Is the Pop-up Putting Women's Sport Front and Centre This Summer

info@hypebae.com (Hypebae) Fri, 06 Jun 2025 Hypebae

As women's sport continues its well-deserved rise in visibility and momentum, a brand-new experience is arriving in the heart of London to celebrate, support and supercharge that movement. SOOO (Style Of Our Own) is an immersive pop-up store set to take over Regent Street this summer.

Brainchild of Laura Youngson, founder of football boot brand IDA Sports, is a vibrant hub for women's sport, bringing together high-performance gear, independent brands, live events and community energy under one roof. And, at the heart of SOOO's mission is a commitment to changing the game for women in sport -- not just by putting female athletes in the spotlight, but by giving them access to the tools and equipment they deserve. That means comfortable, high-performing gear designed specifically for women, created by brands who understand that one-size-fits-all simply doesn’t cut it.

Throughout the summer, visitors can explore products from over 20 innovative, U.K.-based small businesses, most of which are usually only available online. From custom-fit activewear to specialist sports equipment, these brands are reshaping the market with gear that's engineered with women in mind.

"It's time women had access to the best equipment -- whether they're running on the pitch, training in the gym, or representing their country on the world stage," says Youngson. "With SOOO, we've created a central hub that celebrates and supports the women changing the face of sport. We're incredibly proud to bring these incredible brands to the forefront -- and we can't wait to welcome everyone in."

The SOOO will be open from June 5 daily until October 31.

Scroll below to see some of the brands SOOO will be showcasing in its pop-up.