One of the world’s most renowned sports and performance-wear brands, Descente, has just launched its first shop in the UK, with a three-floor European flagship store in Carnaby, just off Regent Street.

Descente Opens European Flagship Store in London

If you’re not involved in the skiwear world, you may not have heard of Descente. But we reckon you’re going to hear a lot more about them in years to come. Believe it or not, they were founded 80 years ago in Osaka, Japan and their logo represents the three basic skiing techniques of schussing, traversing and sliding.

Internationally acclaimed for its top-of-the-line skiwear, Descente is now taking on the UK apparel market with a range of technically-inspired, lifestyle-wear. We’ve got up close and personal with their stuff and they offer the perfect balance of performance and style. To illustrate the point, they are a supplier for the Swiss Ski National Alpine Team, Swiss National Triathlon Team and the Canadian Ski Cross Team.

Descente London Store Front

The new three floor shop is located on Foubert’s Place (off Carnaby Street) in London, W1. The 550sq metre store showcases a full range of Descente lifestyle and performance-wear with sportswear, footwear and accessories for men and women across training, running, cycling and golf all on offer.

On the ground floor, a Descente digital interactive history zone sits alongside the winter sports zone which houses the brand’s renowned skiwear range and the ski-inspired lifestyle collections, including the unique OPS (Origami Pattern Structure) and premium ALLTERRAIN ranges.

Descente London Store 2
The lower ground floor houses the men’s and women’s training collections as well as footwear and golf ranges, while the first floor features Descente’s run, cycle and accessories departments.

For more details on Descente, head over to their Website and check out the store next time you’re around Oxford Street.

Descente London Store Mens Training

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