Seven Dials Celebrates London Collections: Men

Seven Dials is home to a clutch of original menswear boutiques, boasting everything from the classic sportswear stylings of Le Coq Sportif to smart classics at Farah. Held this Thursday to celebrate the start of LC:M, its latest shopping event is one for the boys. You’ll find discounts, giveaways, drinks and DJs in-store. Cornish surf brand Finisterre will give a free cup of joe with every purchase, Fixation London are offering a 20 percent discount across their selection of bikes and accessories, while the first 50 customers at Fred Perry’s Henrietta Street store will receive a free wallet.