Tower London have launched their new store on the iconic Camden High Street. The first physical iteration of their recent rebrand, and the largest of 5 London-based Tower locations.
Continuing the brand experience of the design team at I-AM, the store highlights Tower’s connection to London life and youth culture with a strong palette of blacks, greys, and bold yellows alongside textures of concrete and reinforced glass. Neon signage and Tower’s iconic light box sneaker wall creates a unique and elevated shopping experience while respecting their heritage trademark identity.
Tower London has always been a cornerstone of the community, going back three generations in the footwear industry. The business started in 1980 by Harry Demopoulos who moved from manufacturing uppers for several British heritage brands, into opening footwear retail locations around London. Now led by the next generation, brothers Gerry and Yiannis Demopoulos, Tower London proudly celebrates just over 40 years as a truly family-run, London-based, independent business.
With existing locations across London including Brick Lane, Walthamstow, two in Wood Green, and an HQ in Shoreditch, Tower London has become synonymous for stocking a curated edit of heritage footwear brands to represent the tastes of each corner of the city. Now, as they take one of London’s most iconic shopping destinations, they’re honoured to be the sole authorised retailer on Camden High Street for the renowned British footwear and clothing brand Dr Martens. As the largest and longest-standing brand partner, Dr Martens will have a dedicated curated area within the store, alongside other brands including Clarks Originals, Asics, New Balance, On Running, Birkenstock, Timberland and Veja.
“Our brand and mission have solidified over the last nine years and we felt it was time to further refine the essence of our identity. Camden High Street is a unique destination, having been on our target list for a while and is the ideal place to experience the next level of growth with our customers and the local community. In addition to curating a number of great footwear brands, it is an honour to be considered an Ambassador for Dr Martens in an area so synonymous with footwear, music and with Dr Martens for decades.” says Gerry Demopoulos, Director of Tower London.
The new store and re-brand is just the beginning of what will develop into a brand-wide overhaul over the next 6-12 months, allowing time for Tower customers and community to align with their elevated journey. This will not only be from a digital and store level brand identity, alongside continued and increased London centric community and charitable initiatives, but also critically in their product offering. With the help of Morgan Weekes of Morprime Industries, customers can expect to see an increased selection of premium brands alongside collaborative and limited-edition footwear as well as the brands own curated streetwear apparel offering.