Skechers brings California cool to Oxford Street at their European flagship. The store houses their signature trainers and casual footwear for women, men and kids as well as their clothing line, a UK exclusive to the store that you won’t find online or at any of their stockists either.
Men’s footwear is on the right-hand side of the store, starting with lifestyle products, through to performance collections for golf, walking and running, and then summer or winter styles depending on when you visit. Women’s, on the left of the store, also starts with lifestyle products, including their famous woven-upper trainers and slip-on styles. You’ll also find performance footwear for golf, walking and running and season-specific products. Children’s ranges can be found at the back right corner of the store. Fluorescent lights have been inspired by the brands much-loved light-up trainers for kids.
The clothing range for men and women can be found in the middle of the store. It includes performance apparel for runners and golfers including t-shirts, windbreakers, leggings and polo shirts.
There’s an industrial feel to the store with exposed brickwork, metal and concrete display stands and sanded wooden floors. Bright pops of colour come from the products themselves thanks to Skecher’s signature playful style. The brand started life in 1992 with a men’s logger boot and three years later created its first hit sneaker, the “roadie”. Today they’re known for vibrant, comfortable and innovative footwear with a loyal following from its global fan base.