The Rolling Stones Store London

Mick Jagger opens new clothes shop in swinging Soho

Mick Jagger is swapping the stage for the shop floor, with a new flagship in the heart of Soho, which opened this month. It’s a stone’s throw from the band’s old rehearsal space above a pub in Broadwick Street, and the former Marquee club, which was home to their early gigs.

Fans of Jagger’s style can now shop at RS No.9 Carnaby Street, situated at the street that its name suggests. The hip, hyper-modern space — chosen by Jagger because “I didn’t want to have it stuffed and look like a cheap T-shirt shop” — extends beyond your average band merch. There’s a core collection of limited-edition styles emblazoned with the exclusive 9 Stones branding plus a classic collection based on bestsellers and iconic graphics from previous world tours.

Stones Red — a newly christened official Pantone colour taken from the iconic logo first used on the inner sleeve of the Sticky Fingers album — gets its own line, spanning bomber jackets to Babygrows, whilst a collection of faux-shearling trimmed denim jackets and plaid over shirts will appeal to trend-hungry shoppers. There’s even a host of collaborations, with the tongue motif engraved onto cocktail glasses and splashed onto raincoats. 

On opening day, there were queues down Carnaby Street for what Mick’s flogging. There are some T-shirts I quite like and a couple of hoodies that I wouldn’t mind wearing. Oh, and there are face masks too, of course.