TWP opens first international store on Bruton Street in Mayfair

TWP, the American womenswear label founded by Trish Wescoat Pound, has opened its first shop outside the United States at 28 Bruton Street in London's Mayfair, WWD.

The 4,521-square-foot space is the brand's 11th store. It follows an introduction to London shoppers two years earlier at the Selfridges flagship on Oxford Street, the large department store at the other end of the city's main shopping district.

Pound started the label with her own take on American sportswear, the practical day-to-day dressing rooted in the United States, described by the brand as effortless, unbound pieces that complement women's lives, TWP.

Inside the Mayfair shop, the building keeps its original panelled walls. The walls are covered in paint in a natural shade by Edward Bulmer, the English paint maker, with wall-to-wall sea grass flooring made from plant fibre. The same flooring is used in TWP's store on Madison Avenue in New York.

The room is furnished with pieces by Rose Uniacke, the English designer, alongside an antique Swedish farm table and custom bronze racks for the clothes. Grass runs along the length of the shopfront window. It is a plain, bright frame for the street.

Art does a lot of the talking here. TWP worked with Onna House to fill the shop, and every piece on display is available to buy.

At the entrance sits "Wall of Fragments," an installation of glazed broken ceramics by Jaclyn Mednicov. Two more works by Mednicov, titled "Meadow" and "Garden," hang in the fitting rooms. Elsewhere are "Lattice Orb" and "Vessels" by Deborah Brett, the stylist and sculptor.

What makes this stand out is how close the shop sits to a small gallery. Shoppers can buy the art off the walls as well as the clothes off the racks.

To mark the opening, the brand organised a cocktail at the store followed by a dinner at Bar Finch. The dinner was cohosted by Andrew Rosen, who is an investor in TWP, with India Hicks and Alex Eagle.