Descente opened first European store in London bringing the Spirit of Performance to the UK

Descente London

Descente London

Descente, one of the world's most renowned sports and performance-wear brands, has just launched in the UK, with a three-floor European flagship store opening in Carnaby Street, London, on 20 November.

Known globally for its heritage in skiwear, Descente is set to shake up the UK apparel market with a range of technical-inspired, lifestyle-wear offering the perfect blend of performance and style. Ranges include the award-winning ALLTERRAIN collection and the innovative origami-inspired OPS (Origami Pattern System) jackets. Sportswear, footwear and accessories for men and women across training, running, cycling and golf complete the offering, providing on-trend style with technical functionality to help improve performance in individual disciplines.

Since its inception in Osaka, Japan in 1935, Descente has grown to international stature through dedication to the development and manufacture of sports and outdoor-wear that serious athletes and discerning sports enthusiast want to wear. The brand set the benchmark for quality and craftsmanship and continues to push the boundaries through innovation, including the use of its exclusive Motion 3D patterns, combined with high-performance technical fabrics, the finest quality craftsmanship and exceptional attention to detail.

Opened on 20 November 2015, the Descente store joins other premium brands in the sports-lifestyle quarter on Foubert's Place (off Carnaby Street) in London, W1. The 550 sq m store showcases a full range of Descente lifestyle and performance-wear across three floors.

"We are extremely proud to have opened our first European store in the heart of London, one of the world's global fashion capitals. The store provides a high-profile and convenient location to showcase the Descente brand and we look forward to a successful future in both the UK and Europe." said Masatoshi Ishimoto, President of Descente Ltd.

The launch of Descente in London brings the award-winning ALLTERRAIN range to the UK. The personification of the spirit of Descente, the premium collection is crafted entirely in Descente's own factories in Japan to extreme quality standards. ALLTERRAIN's visionary creator, Mitsuru Yamada, borrowed the 'form follows function' adage of modernist architecture in order to create a collection where every element has a functional reason for existing. Utilising premium materials and Descente's own innovative design and performance features such as the Seven Cut Hood and Fly Ventilation, the range lives up to its name, functioning in a wide variety of conditions and situations.

The new range of OPS (Origami Pattern Structure) jackets will also be heroed in the store. The collection of high-performance, down-jackets are inspired by the Japanese art of paper folding. OPS jackets are made from a single piece of fabric to minimise the number of seams providing superior wind and waterproofness. Combined with the use of Decente's 4-Way Stretch fabric the jackets provide the ultimate in movement and flexibility.

As both a sponsor and a supplier for both the Swiss Ski National Alpine Team and the Canada Ski Cross Team, Descente knows a thing or two about what it takes to create the perfect performance wear. Winner of three consecutive Gold Medals from the Munich based ISPO annual sports trade show (2015, 2014 & 2013), Descente is a true leader in the pursuit of excellence in craftsmanship.