Long-standing Covert Garden retail resident Oakley has reimagined its sports eyewear store, and is set to reopen the London flagship on Friday (20 September).

It includes an all-new layout and design features inspired by Oakley Sport and includes an Oakley Prizm Experience Booth, Custom Lab and VR Station.

The King Street destination also showcases “Oakley’s DNA through a museum of celebrated products that nod to monumental moments in the brand’s history”. 

Of course, it houses the brand’s extensive selection of eyewear, such as Sphaera, Kato, Sutro, and Holbrook, alongside apparel, footwear, accessories, “making it an ultimate destination for Oakley fans”.

Friday’s reopening will also feature England footballer and Team Oakley athlete Alessia Russo who will be on hand in the afternoon to officially open the store. Meanwhile BBC 1Xtra’s Tiffany Calver will be DJ-ing for visiting fans with the event  also featuring T-shirts and tote bags being screen-printed live, while unique gifts will be available with goods purchased.

The reopening comes within a year of its last major London store opening on the ever-popular fashion shopping destination Carnaby Street. Again, Russo was on hand to welcome fans to the new space.