Luxury American womenswear brand TWP has opened its 12th store, and its first store outside of the US, at 28 Bruton Street in the heart of London’s Mayfair.
Set over 2,200 sq ft, the boutique has been “designed to honour the character of the building as much as the spirit of the brand”.
TWP was founded in 2021 by Trish Wescoat Pound (formerly of Haute Hippie), who set out to create her own vision of American sportswear: relaxed, wearable tailoring “designed to be lived in, not admired from a distance”.
Raised in Oklahoma, but described as “a New Yorker through and through”, Wescoat Pound draws equally on the utilitarian spirit of the Midwest and the polish of the city, designing alongside her daughter, Jillian, the brand’s Styling Director.
Together they have driven TWP’s rapid growth, with 11 store openings across the US – including five in New York and two in California – within five years of launch. London as the next chapter “shows a clear signal of intent for the international growth to come”. Further TWP stores are “coming soon” in Naples and Las Vegas.
Blending luxury and function, denim and shirting form the brand’s core best sellers. There’s also beaded blouses for evening outs, along with “perfectly cuffed trousers”.
The new Mayfair store features original panelled walls which have been left untouched, while wall-to-wall seagrass flooring – a TWP signature underfoot at its Madison Avenue store in New York – grounds the space.
Vintage finds, including an antique Swedish farm table, sit alongside custom bronze racks, while a swathe of grass installed the length of the shopfront window nods to the wide-open prairies of Wescoat Pound’s native Midwest. Furniture by English designer Rose Uniacke lends the space a distinctly London finish.
As at every TWP store, art plays as central a role as fashion. In partnership with Onna House gallery, a longstanding collaborator championing female artists, the Bruton Street store will exhibit Lattice Orb Sculptures, a ceramic centrepiece by Deborah Brett, alongside Wall of Fragments, a striking installation of glazed broken ceramics by Jaclyn Mednicov that greets shoppers at the entrance.