Walking into this shop in Soho, I had a strange sense of deja-vu. I was there on behalf of design agency, EPOC, who were responsible for the interiors and branding of this new sports boutique. It finally dawned on me that it used to be one of my favourite homewares shops, called Do, which I’m happy to say, has not closed down, but moved to Covent Garden. The design team have created a suitably rugged backdrop to the sporting merchandise, but have also added some retro touches, such as an old gym horse. Mind you, I was surprised to see how retro some of the merchandise looked too…
