Shackleton opens Regent Street pop-up

By

Nigel TAYLOR

Published
Dec 7, 2021

Heritage, adventure and fashion combine in one place this month with luxury British performance outerwear brand Shackleton opening a pop-up store for a third consecutive winter, this time on London’s now very busy Regent Street.

The positioning and timing is quite significant. The store, which will be open until early April, will mark the centenary of the Antarctic explorer/adventurer Sir Ernest Shackleton’s death in 2022, and is a snowball’s throw away from where he set up his polar expedition HQ in 1913.

The 900 sq ft pop-up concept store at 63 Regent Street features the latest 100% recycled AW21 collection, with key pieces including the ‘Haakon Tactical Parka’, the ‘Lokroy All-Conditions Parka’ and the ‘Rothera’ hooded down jacket.

And from a historical prospective, there’s plenty to see for the intrepid visitor to discover the range of “exhilarating expedition travel experiences” the brand offers through ‘Shackleton Challenges’, its exclusive adventure travel and training programme.

Visitors will also be able to view exclusive film and photography of the current ‘Adaptive Antarctica’ expedition to the South Pole being undertaken by adaptive explorer Martin Hewitt and the Director of Expeditions Louis Rudd.

Over the coming months, the store will also be playing host to an array of activities, events and speakers to commemorate the centenary of Shackleton’s death.

Martin Brooks, co-founder and CEO of Shackleton, said: “We have a powerful brand with a unique story, married to a range of high-performance expedition-grade apparel and an exciting expedition travel offering. Now our job is to extend our reach and connect all of this to as many people as possible. Regent Street is an outstanding, iconic location that delivers both quality and quantity of audience in spades.”