Sheep Inc. Unveils Immersive "Flagsheep" Store in Soho

Premium fashion and natural fibre specialist Sheep Inc. is set to make a significant physical retail debut with the opening of its first-ever 'flagsheep' store. Located on Newburgh Street in Soho, just off London’s iconic Carnaby, this new destination marks a pivotal moment for the brand, offering an immersive experience that extends far beyond conventional shopping.

Conceived as more than just a retail outlet, the space has been meticulously designed as a "multi-sensory playground." Every corner and curated element is intended "to seduce the senses," inviting customers to fully immerse themselves in the brand's unique world. This deep engagement is fostered "through tactile exploration, artful design, and compelling storytelling," creating an environment where the brand's ethos can be truly felt and understood.

Serving as a blueprint for Sheep Inc.'s future locations, the store’s interior seamlessly balances a "modern, minimalist gallery aesthetic with naturally sourced materials." This commitment to natural elements is evident throughout, featuring reclaimed wood, natural cork, and luxurious wool textiles. Furthermore, strategic green areas have been incorporated, carefully designed to "echo pastoral landscapes while reinforcing the brand’s regenerative ethos," underscoring their dedication to sustainability and natural fibres.

The store boasts several signature installations and immersive zones that enhance the sensory journey. Visitors will encounter sculptural sheep head mannequins, a distinctive nod to the brand's identity. A standout feature is the innovative Softcore Room, where Sheep Inc.’s signature blend of ultra-soft New Zealand wool "meets enveloping soundscapes," offering a truly unique tactile and auditory experience. Central to the entire concept is the emphasis on touch, with the space "shaped by material and craft," encouraging shoppers to engage directly with the products and materials.

Interactive displays are strategically placed to encourage hands-on exploration, while digital screens invite further tactile engagement, "showcasing the journey from sheep to sweater." This transparency and focus on the origin story deepen the connection between customer and product. As Edzard van der Wyck, co-founder and CEO, explains, the vision was to "create more than just a place to shop." He adds, "It’s... designed to surprise, delight and fully immerse people in our world. We want every visitor to leave feeling part of our Flock," encapsulating the brand's mission to foster community and a sense of belonging.