GANT Rugger

All minimal concrete and reclaimed wood flooring with original tiles from the butcher's shop that previously stood here, this looks like your archetypal cool Soho men¹s boutique of the Albam variety. But look, it's Gant Rugger, the slimmer, hipper younger brother of preppy classic, Gant.Here you can stock up on pastel Madras shirts, £75, and chinos, £95, (our favourite shade is baby pink), striped Oxford shirts, Breton sweaters and navy knits inspired by 1950s Americana. Oh, and that navy blazer with vintage brass buttons you always wanted.