Suka Sport: the ring leader of sportswear stores

At last, a sportswear shop that doesn’t deafen you with chart music and employ staff dressed to make you feel even less sportier than you already are. Moving away from the bright lights and bling of sports shops of the now, Suka Sport inhabits the original Lonsdale building.

Situated seconds from Carnaby Street, the Soho store on Beak Street welcomes customers who are looking for carefully picked products of high quality fabrics and well-thought out technological functions, rather than emblazoned logos and celebrity endorsement campaigns.

Decked out in mahogany, the fifties gymnasium changing room décor is aptly named a gentleman’s sport boutique. Fusing fashion and function by selling the most advanced sportswear for the professional, amateur and everyday athlete for those who want to look good while they train.

Suka Sport’s youngest clothing line LUTA is a brand that has been designed by fighters, for fighters. The range consists of details such as sweat wicking fabrics to seamless shoulder stretch panels to enhance mobility.

More than just cloth and cotton, the brand takes its roots from the Favelas of Rio de Janeiro and its heritage from links to the Fight for Peace academy in the Complexo de Mare Favela - a boxing club geared to helping take favela kids away from street violence and into the boxing ring.

If it’s the personal touch you’re after from your shopping experience, Suka Sport is the place to go.

Visit Suka Sport: 47 Beak Street, London, W1F 9SE

www.sukasport.com