Shackleton opens first pop-up in London

Luxury British outerwear brand Shackleton has opened the brand’s first
pop-up store in London’s Mayfair.

The 2,000 square foot Shackleton pop-up at 68 Duke Street in London will
be open until March 2020 and will showcase the brand’s 2019/2020 range of
pioneering apparel including jackets, knitwear, layers and accessories
which appear under the ‘Engineered for Extremes’ seasonal theme.

Martin Brooks, chief executive of Shackleton, said in a statement:
“December to February is the peak season for winter wear and having a
physical presence will help us to build profile and engage with customers.
Shackleton product is technically superior to anything else on the market,
so we really need customers to touch and feel it to appreciate the
difference.

“Most customers have a ‘aha, I get it.’ response when they put one of
our jackets on – it’s half the weight and far warmer than any other jacket
in its class (and feeling much more discerning!). We’re looking at opening
a permanent space next September, so this is a very important toe in the
water for us.”

Alongside the core collection will be the British brand’s recent
collaboration with camera brand Leica to design the world’s first
expedition photographer’s jacket. This is highlighted with a photography
exhibition of limited edition prints by renowned award-winning explorer and
photographer, Martin Hartley featuring images taken from Antarctica, the
Arctic and the Himalayas.

Shackleton is a British brand inspired by the extraordinary life of
polar titan, Sir Ernest Shackleton and offers expedition-grade apparel
design in London, and made in the UK and Italy. Shackleton is a fur-free
brand and all the down used in their jackets and parkas is RDS certified.

Image: courtesy of Shackleton