Eyewear brand to open London store

A new British eyewear brand will open its first standalone store in London on Tuesday (2 May). 

Based on Redchurch Street in Shoreditch, the store will showcase the company’s collections of sunglasses and optical frames. Inspired by, and designed in, London, Hook Ldn describes the collection as featuring “high quality, style-led designs.”

In stock will be Hook Ldn’s spring/summer 2017 designs, which it says showcase intelligent construction and refined aesthetics. Frames that make up the Stage collection include ‘Scala,’ ‘Apollo’ and ‘Union,’ and are inspired by music venues around the UK.

Hook Ldn managing director, Simon Goodfellow, said: “Opening our first store is a big moment for us, and a sign of things to come. People who have seen our collections know that we’re an aspirational brand, so it’s great to be taking up residence on Redchurch Street alongside the likes of A.P.C, Sunspel and Aesop, which are all brands that we really admire.”

A-list fans of the new brand include Nicole Scherzinger, Sam Smith, David Guetta and The Vamps.