PERCIVAL UNVEILS SOHO 2.0 WITH MONKEY SHOULDER WHISKY LISTENING BAR

London-based menswear label Percival has officially relaunched its Soho flagship, introducing Soho 2.0 — a transformed retail space complete with an in-store whisky vinyl listening bar in partnership with Monkey Shoulder.

Located at 7 Marshall Street, the redesigned store represents a bold new chapter for the contemporary British brand, blending menswear, music, and whisky culture into one immersive retail experience.

A New Era for Percival’s Soho Flagship

Known for its considered approach to modern menswear, Percival has become a staple of London’s fashion scene, often spotlighted in our Men’s Fashion coverage. With Soho 2.0, the brand moves beyond traditional retail into a community-focused concept space.

The redesign was conceived by founder and Creative Director Chris Gove and brought to life by Formd, the studio celebrated for crafting immersive retail environments.

The new interior features:

• Warm walnut joinery

• Arched alcoves above the changing rooms

• An open-plan, airy layout

• A striking forest-green tiled bar

The handcrafted zellige-style tiles, supplied by Ca’Pietra, add texture and artisanal detail — echoing Percival’s emphasis on craftsmanship and material quality.

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Introducing the Vinyl Listening Bar with Monkey Shoulder

At the heart of Soho 2.0 is a dedicated vinyl listening bar created in partnership with Monkey Shoulder, the blended malt Scotch whisky brand known for its playful spirit and cultural credibility.

Equipped with custom-configured speakers from KEF, the bar invites customers to slow down, listen to curated vinyl selections, and experience a more intentional pace of shopping.

Customers booking personal shopping appointments are welcomed with a complimentary Old Fashioned, mixed using Monkey Shoulder whisky and finished with an orange peel twist. It’s a move that transforms the store into a destination — not just somewhere to shop, but somewhere to stay.

Chris Gove explains:

“We’ve always believed that a great store should feel like somewhere you actually want to be. With Soho 2.0, working alongside Formd and Monkey Shoulder, we’ve created something that reflects how we think about menswear; considered, unpretentious, and rooted in the things we love: good music, good whisky, and great clothes.”

Building on Monkey Shoulder Records

The collaboration builds on Monkey Shoulder’s previous cultural activation, Monkey Shoulder Records, which merged record store energy with listening bar culture at venues including KEF Music Gallery and The Hoxton.

Those pop-ups featured DJ-curated vinyl selections and partnerships with some of the UK’s most influential record stores — tapping into the growing resurgence of analogue listening culture.

James Eisen, Brand Manager at Monkey Shoulder, commented:

“Following the success of Monkey Shoulder Records inspired by the resurgence of listening bars and record store culture, we are delighted to have joined forces with Percival to roll out a full-sensory experience in its Soho store.”

Launch Event: 26th February in Soho

To celebrate the reopening, Percival and Monkey Shoulder are hosting an exclusive launch event at the Marshall Street store on Thursday 26th February from 6PM.

Guests can expect:

• Curated DJ sets

• Bespoke cocktails

• Light bites

• First access to the newly transformed space

The evening is designed to embody Soho 2.0’s ethos — relaxed, curated, and culturally connected.

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Limited-Edition Drops Coming Soon

The partnership doesn’t stop at the listening bar. Percival and Monkey Shoulder have confirmed a series of co-branded limited-edition apparel drops set to launch later this year.

For a brand already recognised for elevated everyday essentials, this collaboration signals an exciting intersection of fashion, music, and lifestyle culture in London.

Where to Visit

Percival Soho
7 Marshall Street
Soho, London, W1F 7EH
Open 7 days a week:
10AM–7PM (Mon–Sat)
11AM–6PM (Sunday)

Discover more at the official Percival website.

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