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The official Pride in London’s pop-up shop to buy everything rainbow

The official Pride in London’s pop-up shop to buy everything rainbow

Kieron Yates and Sheena Carmichael at the entrance of the new Pride in London's pop-up shop in Soho.

The beating heart of Soho is once again the location of Pride in London’s pop-up shop. After last year’s success, the shop will be open for business from 8 June to 13 July.

Marchers and curious can shop everything Pride: button badges, tote bags, baseball caps… you name it, they have it. All proceeds will go to Pride in London, with a quote to the crowdfunding of East London LGBTI community center.

A baseball cap and a few water mugs at the Pride in London's pop-up shop.
The ‘proud’ cap was one of last year’s bestsellers | Photo: John Banyard

‘We’re excited to have this fantastic space in the center of Soho’ says Kieron Yates, Head of Retail and Merchandising for Pride in London. ‘The team will be on hand to help you with all that information about the festival and the parade.’

Poonum Chauhan, the creative mind behind the design for this year’s Pride in London, has given that rainbowy flair to all the merch.

The designing process was as inclusive as Pride itself. People have been asked to come up with words representing what Pride in London means to them. The results? Freedom, individuality, protest, and celebration were the most popular.

A t-shirt and a few mugs at the Pride's pop-up shop in London.
What does Pride make you think? Read the t-shirt! | Photo: John Banyard

As the very airy location suggests, this space is more than just a cute pop-up shop. It is set to become a community hub in line with this year’s theme #PrideMatters, as shop manager Sheena Carmichael points out.

‘We have a bigger focus on community space this year,’ she says. ‘We’re making sure that we have a range of events that reflects that.’

While some activities are to be confirmed, there are going to be store take over days by DIVA and Gay Star News. Wella, one of Pride in London’s sponsors, will offer blow-drys and manicures to treat yourself before 7 July.

Moreover, Terrence Higgins Trust and Positive East are expected to come in for some informational sexual health workshops.

‘We’re hoping to host a talk on women’s sexual health with The Femedic,’ Carmichael adds, referring to the website fighting the taboo around women’s sexuality in an inclusive way.

Carmichael and her fellow manager James Davidson are also organizing art evenings. Their aim is to help young LGBTI artists and provide them with a space to sell their works.

Head to 72 Old Compton Street to find out more and get you set for Pride.

Opening hours: Monday – Saturday 10am-7pm, Thursday 10am-8pm and Sunday 11am-6pm.