Sheep Inc. unveils its first ‘Flagsheep’ store in London

Sheep Inc., the natural fibre specialists redefining responsible, luxury fashion, is opening its first-ever ‘flagsheep’ store off Carnaby on Newburgh Street, Soho. More than just a shop, the space is a multi-sensory playground. Every corner has been designed to seduce the senses, inviting customers to fully immerse themselves in the brand through tactile exploration, artful design and storytelling.

“With our flagsheep store, we set out to create more than just a place to shop. It’s a sensory playground — designed to surprise, delight and fully immerse people in the world of Sheep Inc. We want every visitor to leave feeling part of our Flock,” said Edzard van der Wyck, Co-Founder & CEO, Sheep Inc.

The store’s interior balances a modern, minimalist gallery aesthetic with naturally sourced materials: reclaimed wood, natural cork, wool textiles and green areas that echo pastoral landscapes while reinforcing the brand’s regenerative ethos. Signature installations include sculptural sheep head mannequins and immersive zones like the Softcore Room, where their signature blend of ultra-soft New Zealand wool meets enveloping soundscapes.

Consumers are taken on a sensory journey of the senses. Touch is central. Shaped by material and craft, interactive displays encourage shoppers’ touch and digital screens invite tactile exploration showcasing the journey from sheep to sweater.

Mark Brown Studio is heading up the store execution, drawing on his experience with global fashion brands including Acne Studios and Hugo Boss. His approach balances strong storytelling and historical context with a passion for materiality and premium craftsmanship. He translates a brand’s vision into a retail environment where every detail resonates.

Sheep Inc. has collaborated with designer James Shaw on furniture, lighting and interior details. Known for his innovative approach to materials and form, Shaw transforms reclaimed resources into striking works that challenge notions of waste. For Sheep Inc., he has crafted bespoke elements including light fittings resembling floating wool, clothing hooks and chairs made from timber felled in Camden.

Every design choice in the store communicates Sheep Inc.’s commitment to nature, transparency and impact. Through the brand’s Connected Dot QR codes, consumers can trace their individual garment’s provenance, watch short films about their farm’s regenerative practices, and create their own time interactive capsule — translating sustainability data into tangible experiences. Curated music, subtle scents inspired by nature, and careful lighting all work together to create an atmosphere that is both playful and thought-provoking.

The Sheep Inc. London flagship sets the blueprint for future locations, ensuring that wherever the brand goes, customers encounter the same sensory-rich, ethically grounded, and artfully provocative experience.