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Ganton Street sits just behind Carnaby Street, and it has deeper roots than its quiet feel lets on. It was Cross Court until the 19th century, when it took the name Ganton, most likely after the Yorkshire village, possibly down to a landowner's origins. It has never had Carnaby's fame, but it has long been part of how Soho changed, just at a calmer pace.
The street holds onto old London while looking forward. Creative studios, independent shops, and a few standout names, among them Lazy Oaf, the fashion brand known for its bold designs. There are showrooms and co-working spaces too, the kind of mix Soho does well.
Oxford Circus and Piccadilly Circus stations are both a short walk away. No major public figures are known to have lived here, but it stays a favourite with people working in fashion, design and digital media. The cobbles, the arched lighting, the artistic feel of the place all add up. Take a look at who is trading here.
