Tune in to Percival, Soho’s A-list menswear store

What do David Beckham, Michael B Jordan and Chris Evans have in common? Aside from being devilishly handsome, they’ve all been papped rocking London menswear label Percival. Known for its quality knitwear, size-inclusive denim and linen suiting, the contemporary brand has transformed its flagship space in Soho into a store-cum-vinyl listening bar.

“Percival has a community-first standpoint,” says founder Chris Gove. “Our customer base was built through bar pop-ups and parties.” No surprise, then, that the interior – a homage to theBritish pub – involves input from friends, including hand-painted lights by Percival alumni Archie Proudfoot and coffee cups by head designer Katie Biggs.

Asked to sum up the Percival customer, Gove says he is “confident, put together, distinct without trying too hard. He has taste, personality, and a quiet confidence. Casual masculinity is my buzzword!”

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