London. Autry, the American sneaker brand that has become a global phenomenon in recent years, has opened its first standalone store in London. Located at 61-63 Beak Street, in the vibrant neighborhood of Soho, the store marks an important milestone for the brand: it is the first Autry flagship in the world . The London opening strengthens the brand’s presence internationally, bringing to the British capital the unique style that made its sneakers — characterized by the American flag logo — famous worldwide.

A concept blending vintage spirit and metropolitan design

Stepping into the Soho store, it’s clear that this space is much more than just a shop: according to the company, it is "a sensory and architectural experience" designed to celebrate the distinctive blend of American spirit and Italian flair that defines Autry . Covering approximately 200 square meters, the store has been conceived to fully immerse visitors in the brand’s universe. The atmosphere is sophisticated, with an industrial edge, perfectly aligned with Autry’s DNA: every design detail — from raw materials to vintage finishes — evokes the values of authenticity and timeless style . Elements inspired by 1980s American culture blend with the essential elegance of Italian design, creating a cosmopolitan setting that enhances the character of Autry sneakers.

Inside, visitors will find the brand’s full collections. Taking center stage are, of course, the iconic Autry sneakers — from the classic Medalist model to the Super Vintage line with a worn effect, as well as the latest novelties — all displayed to highlight their craftsmanship and detail. The London flagship also offers a curated selection of Autry apparel and accessories, completing the brand’s casual retro aesthetic. A special touch of exclusivity: to celebrate the opening, Autry launched its new sneaker model “Reelwind” in London, unveiled at a special event organized in collaboration with music platform NTS Radio and rapper Denzel Curry. During the opening event, music and fashion merged in true Autry style, offering guests a vibrant experience with DJ sets and product previews.

Brand history and identity

Autry’s identity has its roots in the early 1980s United States. Founded in Dallas in 1982, the brand initially made a name for itself on the sports footwear market thanks to a simple yet effective idea: sneakers with a clean design, enhanced by the distinctive American flag patch on the side. The Medalist model became particularly symbolic of quality and innovation in the sportswear scene . Autry was an icon of the '80s and '90s, beloved by tennis players and fans of casual sneakers, before entering a period of dormancy. Its recent revival has seen a European-led team bring Autry back to the spotlight, preserving its heritage while adapting it to contemporary tastes. Today, Autry’s shoes represent a perfect blend of vintage soul and modern design — "an icon of the 1980s and '90s reinterpreted for today" — and have become a cult favorite internationally. From European fashion capitals to Hollywood, Autry sneakers stand out for their retro aesthetic and high craftsmanship, reaffirming the brand's motto: "a timeless classic, since 1982."

In just a few years, Autry has built a strong global presence through selected retail partners and now, direct flagship stores like the new London boutique. The opening in Soho is a testimony to the brand’s growth and ambition in 2025: bringing its authentic American vintage style — reinterpreted with an Italian touch — to a global audience. With this new flagship, Autry invites British fans and international visitors to fully experience the brand’s story and products, in a space designed to tell the legend of a "simple and unique brand, since 1982" .