Kick Game is on the move. In his first major decision as CEO, artist and entrepreneur Slawn is relocating the brand’s London flagship from Covent Garden to a space that better reflects its identity.
“Kick Game is going places - literally, Our store needs to be a spot where kids actually want to hang out. So: we move!”
He also joked that the decision came from his three-year-old son and fellow co-owner, Beau:
“Actually, this was all Beau’s idea. But I agree with him.”
Kick Game has established itself as the UK’s go-to destination for luxury sneakers and streetwear, with a dedicated following built through its Shopping For Sneakers YouTube series, now boasting over a million subscribers. The Covent Garden store has hosted high-profile events, including album signings with Central Cee and Burna Boy and live DJ sets from Major League DJz.
However, as brand director Dan Nti explains, the limitations of operating within a Grade II listed building - and the ever-growing crowds - meant a move was inevitable.
“Kick Game always brings a crowd, and sometimes those lines around the block get super busy. We need somewhere that can accommodate more people.”
The new flagship will be a multi-purpose creative space designed for community engagement, hosting workshops, filming content, and running events. While the exact location is still under wraps, multiple sites are believed to be under consideration.
Wherever Kick Game lands next, one thing’s clear, Slawn is bringing change.
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