Shopping, dining & theatre between Covent Garden and Soho

Menswear in Seven Dials with Sug Sean

Men’s fashion expert and influencer Sug Sean takes you through the very best menswear in Seven Dials…

Menswear in Seven Dials with Sug Sean
Menswear in Seven Dials with Sug Sean

Sug Sean showcases the very best of menswear in Seven Dials.

It has been a year of change for the whole world and the same can be said for fashion and menswear. We saw everything temporarily go online, and all of us were left with quite literally nowhere to go. It was natural that we then saw a shift in how people go about buying their clothes, some of us bought more, some of us bought less, whatever the case, we changed.

It wasn’t surprising then, that with things gradually reopening, the excitement on the streets became palpable, and activities we often took for granted, like browsing for a new pair of jeans, felt more joyous than ever. If there is one thing we learned about our shopping habits, for me, it’s that there is something about entering a store you love and simply taking a look that you just can’t replicate digitally – especially in some places such as Seven Dials.

That’s why I was thrilled to be given the chance to shine a spotlight on some of the incredibly thoughtful and creative menswear brands in the area. From the likes of streetwear specialists Route One to champions of sustainability like L’Estrange, there are so many unique, exciting brands waiting to be visited and if I’m able to help direct you there, then I’d say it’s a job well done!

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Sug Sean has joined our exclusive ambassador scheme, to find out more please click here.


Route One, Neal Street

You can be forgiven for thinking Route One is all about skateboarding given the fact they have the largest collection of decks in the UK (really, I’ve visited and their Seven Dials store alone is crazy).

However, they’re also home to all your favourite streetwear brands including the likes of Dickies and Carhartt, as well as sportswear goliaths like Nike.

They’ve even got their own sneaker room, packed to the brim with exclusives and run raffles for all the latest releases!

L'Estrange, Earlham Street

The thing that really stands out about L’Estrange is that you can really feel their mission to simplify the way we consume and dress.

Their clothing collections are all comfortable, seasonless, and versatile pieces designed to be worn in any setting. This is all down to their ethos being around sustainable living – own less and make less impact and you’ll be happier. I don’t think there is a more important message in all of fashion right now!

Nudie Jeans, Monmouth Street

Everyone loves a little denim, right?

If you’re anything like me then you probably need a lot!

Nudie Jeans are the go-to for all your denim-related needs – whether it’s a jacket or a pair of pants, they’ll have it in a huge range of shades, cuts, and styles.

The best part though? You’re entitled to free repairs for life if you buy anything from them so they’re the perfect brand for anyone wanting to shop in a more considered way.

Farah, Earlham Street

Most of us living in the UK will be acquainted with the wonderful Farah but if you’re not, you’ve come to the right place because you’re really missing out!

What’s great about Farah is the way they consistently reinvent the classics to create original new styles in line with current trends. There really is something for everyone and each piece is made to a quality standard simply not found on the high street.

Make sure you check them out!


Rains, Earlham Street

Unisex rainwear specialists Rains are one-of-kind when it comes to matching style with innovation.

Not only are all their products completely rainproof, but there is a huge variety in the range of products as well as the number of styles available.

Whether you’re looking for a jacket, hat, heavy-duty bag, or simply a tote (they do some of the best), they have it and trust me, you won’t be disappointed!

Carhartt WIP, Earlham Street

Rightfully one of the biggest brands in the world, Carhartt WIP only seems to grow in popularity.

The WIP represents an evolution of the original on the original pieces with workwear-inspired collections for both men and women.

Whether it’s their jackets, cargos, parkas, or accessories, anything you decide to pick up from Carhartt is a timeless piece and will keep you looking good for years to come.

Diesel, Earlham Street

While Diesel started out as denim specialists, it’s fair to say they’ve branched out to creating quality pieces suited to every style.

They strive to create original pieces and always take risks in their seasonal collections – in an age where a lot of brands perhaps play it a little safe, it is always exciting to see brands push to create truly unique pieces. So, whether you’re looking for something a little more traditional or more of a statement piece, Diesel is absolutely worth a visit! Even their range of aftershave is superb.



Fred Perry, Short's Gardens

Now here is a brand that doesn’t need much in the way of an introduction!

Initially formed as a tennis-sportswear brand, Fred Perry has been releasing quality, sports-influenced casual wear for men and women for decades now.

Whatever your style is, their incredible range of polos, jackets and accessories will be sure to catch your attention. Not to mention, their consistently wonderful collaborations with acts like the Gorillaz!


Finisterre, Earlham Street

While the Finisterre ethos is to rework traditional shapes with subtle finishing touches that are inspired by surf culture, the brand’s offering goes far beyond just that alone with their great range of contemporary collections.

Their lovely store in Seven Dials offers waterproof parkas and macs, insulated gilets, soft merino base layers, cosy knitwear, and accessories, so you are sure to find something perfect for you whatever your plans may be.

Guest Writer

Sug Webster

Menswear Expert & Influencer


Sug Sean has spent the best part of the decade curating the very best of menswear as well as sharing inspiration and advice on men’s fashion and grooming through his Instagram channel and dedicated blog.


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