Percival, the London-based menswear label known for its considered approach to everyday dressing, today announces the relaunch of its Soho store at 7 Marshall Street. Following a comprehensive redesign, Percival Soho 2.0 marks a significant evolution of the brand’s physical retail presence. The relaunch will also be supported in partnership with Monkey Shoulder, deepening the brand’s relationship between clothing, culture and community.
The redesign was conceived by Percival Menswear Founder and Creative Director Chris Gove, and created by Formd (formd.co.uk), the design studio renowned for crafting immersive retail environments. The result is a space that feels simultaneously rooted and refined. Warm walnut joinery, arched alcoves above the changing rooms, and an open, airy store anchored by the most striking new feature: a full bar clad in deep forest-green glazed tiles supplied by Ca’Pietra (capietra.com). The handmade zellige-style tiles lend the space a tactile, artisanal quality that mirrors Percival’s own commitment to material and craft.
Introducing the Listening Bar, in partnership with Monkey Shoulder
At the heart of the store is a concept entirely new to Percival: a dedicated vinyl listening bar, realised in partnership with Monkey Shoulder, the blended malt Scotch whisky known for its irreverent spirit and cultural credibility. The bar shelves are lined with vinyl records and equipped with custom-configured KEF speakers, encouraging customers to embrace a low tempo experience, to listen and linger: a counterpoint to the transactional pace of modern retail.
Customers booking personal shopping appointments at the Soho store will be welcomed with a complimentary Old Fashioned with an orange peel twist, mixed using Monkey Shoulder whisky. It is an invitation to experience the store not simply as a place to buy clothes, but as somewhere to spend time.
Chris Gove, Percival Menswear Founder and Creative Director said: “We’ve always believed that a great store should feel like somewhere you actually want to be. With Soho 2.0, working alongside Formd and Monkey Shoulder, we’ve created something that reflects how we think about menswear; considered, unpretentious, and rooted in the things we love: good music, good whisky, and great clothes.”
The partnership follows Monkey Shoulder’s launch of Monkey Shoulder Records last year, where the brand curated the ultimate listening experience and fused the best elements of a record store and listening bar at both KEF Music Gallery London and The Hoxton. Both partnerships included a crate-digging playground featuring selections by DJ legends and seven of the most influential record stores in the UK, alongside bespoke cocktails paired perfectly with the records.
James Eisen, Brand Manager at Monkey Shoulder, says: “Following the success of Monkey Shoulder Records that was inspired by the resurgence of listening bars and record store culture, we are delighted to have joined forces with Percival to rollout a full-sensory experience in its Soho store. The low tempo setting, chance to enjoy sounds, sip, and style – will no doubt be a huge success amongst visits this year. Cheers to that!”
Launch Event: Thursday 26th February
To celebrate the opening, Percival and Monkey Shoulder will host an exclusive launch event at the Marshall Street store on Thursday 26th February. Guests will be treated to cocktails, bites, and DJ sets as they experience the new space for the first time. The evening will be designed to reflect the store’s ethos – relaxed, well‑curated, and worth staying for.
Percival and Monkey Shoulder Partnership
Outside of the vinyl listening bar concept store, Percival and Monkey Shoulder will be teaming up to launch several co-branded limited-edition apparels which will be revealed in a series of drops later this year.
Discover the new Percival flagship here and across each of the brand’s social channels: @percival_menswear & @monkeyshoulder.
Percival Soho is located at 7 Marshall Street, Soho, London, W1F 7EH and is open 7 days a week 10AM-7PM and 11AM-6PM on Sundays.