Published
August 29, 2025
Spanish fashion brand Alohas is about to make its UK debut, opening its doors on London Soho’s Beak Street in September.
The sustainable, on-demand fashion label’s arrival marks its latest and growing international retail presence, following store openings in Paris, Milan, NYC, Amsterdam, Madrid and Barcelona.
The London Soho store will feature a curated selection of its most popular footwear, alongside pieces from the newest collections.
It will follow the brand unique ‘on-demand model’, with the space featuring samples of each design for customers to try on. Once purchased, the product is then produced and shipped directly to the customer, “helping the brand reduce overproduction and champion sustainability”.
However, a limited stock of best-selling designs will be available on-site for immediate purchase, it said.
Brand founder and CEO Alejandro Porras said: “London has always been a global reference point for style and creativity, and opening here feels like a natural step in Alohas’ journey.”
The busy expansion journey saw its entry into Amsterdam, NYC and Milan earlier this year and there’s a Paris pop-up which has run since September 2024. Looking ahead, Alohas is exploring expansion into other key fashion capitals, including Berlin, and Lisbon.
Founded in Hawaii in 2015 by Porras, Alohas began as an on-demand espadrille label committed to ethical, sustainable production. In recent years, the brand has evolved to include apparel and accessories, while staying true to its core values and maintaining a production base across Portugal and Spain, specifically in workshops in Alicante.
According to its most recent financial results, Alohas reported revenue of €34 million (£29.4 million) for the 2024 fiscal year.
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