Sheep Inc.

Sheep Inc. chose Newburgh Street for its first-ever bricks-and-mortar store, a fitting Soho home for a brand that has made a name in sustainable fashion. Billed as the Flagsheep Store, it brings the carbon-negative knitwear label off the screen and onto the rails, in the compact, design-led unit that once held the Sophie Tea gallery.

For anyone shopping for sustainable knitwear in Soho, it is a purpose-built stop. Sheep Inc built its following on traceable, naturally sourced wool and a genuinely low-impact approach, and the store lets you see and feel the jumpers, cardigans and knits in person rather than guessing online. It is small, considered and firmly on-brand.

What to expect from this sustainable fashion store in Soho

Expect a focused range of knitwear: jumpers, cardigans and accessories made from naturally sourced fibres, with the brand's traceability and carbon-negative story front and centre. The store is compact and gallery-like rather than sprawling, so it is easy to browse the full collection, try pieces on and understand where the wool actually comes from.

The brand and the store

Opening a first physical store is a milestone for a digital-first label, and Sheep Inc picked one of Soho's most fashion-forward streets to do it. It sits among Newburgh Street's independent names, near menswear label Fred Perry, with more of the area's stores in our Soho shops listings.

How a visit works

Sheep Inc opens as a walk-in store, broadly Monday to Saturday daytime and Sunday afternoons in line with the Carnaby district. Collections and the brand's sustainability credentials are on its official site, and the opening was covered by TheIndustry.fashion.