Guide to shopping in Soho

Running along the northern border of Soho, Oxford Street is a world-famous shopping street with about half a million visitors daily. Spanning 2km in total, London's premier shopping destination is home to hundreds of shops, including everything from souvenir stores to the flagship emporiums of major clothing brands. Several dining outlets are available in the area as well.

Regent Street, Oxford Street's somewhat more upmarket counterpart, runs along the western edge of Soho, all the way from Marylebone to St James's. The famous shopping destination brings an assortment of prestigious boutiques and luxury retail stores to the shopping experience, along with the dining outlets to match. Various events and festivals often take place on the street as well.

Liberty London, set in a striking Tudor-revival building, is a prestigious department store renowned for its fabrics. It houses departments for textiles, fashionable clothing, homeware, interior decor, jewellery, and beauty products from various high-end brands. A range of in-store services is also available, including personal shopping, a florist, beauty treatments, and more. During the festive season, Liberty turns part of one of its floors into an iconic holiday shop with all things Christmas.

Once a hotbed for alternative culture, today, Carnaby Street is a must-visit destination for tourists, shoppers, and influencers alike, thanks to its beautiful decorations and plethora of retail opportunities. The pedestrianised area hosts a changing array of vibrant, playful art installations and is home to several urban fashion brands catering to youthful crowds, from sportswear such as Adidas to dedicated cap stores and more.

The flagship Footpatrol store in Soho is a top destination for sneakerheads from all over the world, known for its exclusive collections and hard-to-find rarities. More than just a retailer, it aims to be a nexus for sneaker culture where fans can interact and share their passion. Offering a diverse range of trainers from prominent and lesser-known brands alike, Footpatrol also provides a selection of stylish streetwear and accessories for the full on-trend look.

Owned by modern-age rockstar Jack White, the bright yellow Third Man Records outpost in Carnaby spans two floors, selling vinyl records, merchandise, and other related music goods and gear. The basement hides a snug concert space for release gigs, secret shows, and the like, and there are other peculiar things to discover, for example, a token-operated lucky dip book machine. You can even record your music straight to vinyl in the shop's recording booth.

Established in 1987, the Aesop brand has gone from Melbourne to retail outlets all over the world, including Soho. They're devoted to creating superior quality skincare, haircare, and body care products, continuously exploring plant- and laboratory-made ingredients for their formulations. The expert consultants at their stores can help acquaint you with the Aesop collection and offer advice.

The Great Frog was launched in London in 1972 and sells bold original jewellery and eyewear, drawing on the rock 'n' roll lifestyle for inspiration. Their products are suitable for men and women alike, with their fine jewellery and accessories truly standing out from the crowd. So much so, in fact, that their pieces have been worn by superstar icons such as Lemmy Kilmister, Harry Styles, and Jay-Z.

Ffern is a luxury natural fragrance brand whose limited-edition seasonal collections regularly sell out. Their flagship boutique in Soho act as a multisensory space, offering not just the latest releases but also an exclusive archive of past products to sample and purchase. You can also relax with a cup of herbal tea and take in the artwork adorning the store, or attend one of their workshops.

The London branch of the House of Spells fandom shops is situated in Charing Cross. Packed to the brim with all kinds of fantasy memorabilia from shows such as Game of Thrones, Stranger Things, and Peaky Blinders, it's especially popular with Harry Potter fans, as it sells a range of Wizarding World souvenirs. Potter-themed wands, cloaks, sculptures, stationery, and more are all available here.

One of the city's premier whisky experts, Milroy's goes back to 1964 and has even supplied spirits to 10 Downing Street over the years. Behind its striking blue façade, the snug Soho outlet of this independent business hides thousands of spirits from around the world, as well as fine vintages and champagnes. The Soho bar also regularly hosts tastings and other events.

Sounds of the Universe, a revered London record store, started as a second-hand record stall in Camden in the 1980s before securing a permanent spot in Soho. Owned by Stuart Baker, the founder of Soul Jazz Records, the store mirrors its sister label's eclectic genre range from techno to jazz, with a focus on African music, and offers new releases, second-hand rarities, music books, apparel, posters, and other music-related items. You might even find yourself rubbing elbows with the likes of Four Tet or Gilles Peterson as you flip through records.

There are several branches of Hamleys around London, but it's the original Regent Street flagship that has captured the imagination of countless children over the years. You don't have to be a kid to enjoy browsing its wares, either, as there are so many fascinating playthings, gadgets, puzzles, and more across the store's seven colourful floors that time is sure to fly by regardless of age.

Beyond Retro's humble beginnings go back to a London warehouse, but the shop has since grown into a classic destination for vintage and second-hand shopping, even expanding overseas and setting up in Sweden. The big-name vintage store is full of pre-owned pieces, lovingly restored treasures, and one-off finds you won't find anywhere else.

Spread across three levels, the expansive Yamaha Music London showroom carries the full range of the famed brand's instruments and accessories. As the flagship Yamaha store in the country, it's filled with a diverse selection of products suited for novices and professional musicians alike. You can browse an extensive collection of guitars, pianos, drum sets, and woodwind instruments, along with stage and studio accessories.

With window displays stacked full of colourful comic books and related paraphernalia, it's hard to miss this corner shop, even in busy Soho. Gosh! Comics is split across two floors, with the bright and vibrant ground floor highlighting independent graphic novels in a variety of genres, from cookbooks to literary adaptations and manuals. Meanwhile, the basement hides a treasure trove of superhero comics by the biggest publishers, including limited editions and rarities.

Ascot Shoes offers ready-to-wear and bespoke shoes for men, crafted from top-grade calf and crocodile leathers sourced from Italy and France. With contemporary designs for all ages, their range includes bold, fashion-forward styles, from casual trainers to formal shoes, in both standard and custom sizes. The stylish store also offers leather accessories such as belts, jackets, hats, bags, and purses.

RS No. 9 offers a unique retail experience – one dedicated entirely to one of the greatest bands in history, The Rolling Stones. Band portraits, iconic album covers, and other related imagery cover this contemporary flagship store in Carnaby, with the lascivious Hot Lips logo splashed on everything, from T-shirts and sweaters to outerwear, champagne flutes, and designer sunglasses.