Following a series of pop-ups across the capital, the boys behind Percival have finally gone and opened a permanent store. Selling their wears-'classic styles with a hint of the eccentric Englishman' as their Twitter tells it-the shop opened its doors earlier this month with an event that saw Nick Grimshaw and Django Django behind the decks, and 43 Berwick Street in full on party mode.
We found five minutes to ask Chris Gove and Luke Stenzhorn about this latest venture...
So why did you choose Soho?
Soho is a really diverse place full of all sorts of people - there are so many different characters. Berwick Street is ideal for us - you have your creative professionals and your business faces standing alongside original Soho fruitcakes and the oldboys who run the market stalls. There's a community of great shops cropping up on and around Berwick Street and we are excited to be a part of that.
And why did you decide now was the right time for a store?
We've done a load of popup shops over the last year and a half and they went down really well; it just seemed like the natural next step. It’s a culmination of natural growth and experience at retail.
How did the collaboration with The Sculpture House come about?
Alex Chinneck is a close friend of ours and we had held discussions early on about collaborating on the store in some way. The outcome is a Persian rug cast in concrete that is set into the shop floor. It's been a real talking point so far and fits in perfectly with our ethos of subtly subverting something normal. We see it as a happy fit for the store in its exploration of the contact between heritage and innovation through the use of material and function.
Who do you design for; who’s the Percival guy?
It's pretty broad really. There's not an age group or particular person we design for - we essentially design clothes that we think our friends would like to wear. We get most of our garments made in the UK and I think if fabrication, quality and manufacture are also important to you, then you'll appreciate the Percival process and aesthetic.
Who would you most like to see wearing your clothes?
Tom Waits, Cillian Murphy, Aloe Blacc, Michael Fassbender and, purely as a guilty pleasure, Thierry Henry
And finally, what’s the best thing about having your own store?
We are really looking forward to getting to know our customers and finding out what they desire and how we can improve. Also, we've moved our whole studio to the basement floor, so it's really exciting to be running all aspects of the business from the new shop!
Here's a look at the current Percival collection, set to the delightful tones of Blood Orange.
The Percival store is at 43 Berwick Street, Soho, London W1F 8SB.