250 London: Opening Store

250LONDON is a Motocross, MTB and BMX clothing brand. Launched in late 2015 and rapidly growing, thanks to a proactive and highly-engaged social media following, sales across the USA, Australia, Japan and Europe are exceeding all expectations. For this reason, the time was right to open up a dedicated 250LONDON Store.

London’s first dirt-bike boutique will showcase the full range of 250LONDON off-road clothing, along with a carefully curated selection of accessories which complement the brand. As an off-road outfitters, whether you ride motocross, enduro, flattrack or downhill, they will kit you out from head to toe.

But it’s not just for the off-road enthusiast. 250LONDON gear is loved by fashion conscious bikers and hipsters alike, who appreciate the bold, colourful sportswear, which is practical and modern in design but very unique in style. More importantly, they respect the authenticity behind the brand.

250LONDON is more than just another sportswear label, it’s the owners behind the brand who set it apart. The brainchild of menswear designer Adam Waite, who grew up riding and racing motocross Bikes with a passion for the sport that continues to this day.

The other half of 250LONDON is Jennifer Johnston, Adam’s wife and a former MTB racer, who not only represented Scotland but was sponsored by Santa Cruz based MTB pioneer, Keith Bontrager.

Thirty years of MX passion combined with my fashion experience, it just felt right to start my own brand. I’m mashing up my love of design and bold colours with a touch of old-school cool thrown in. Having the store is an exciting extension of this, like having a gallery of my work,” said Waite.

Not your run of the mill MX store, the space has the feel of an independent fashion boutique. 250LONDON is a fashion led brand after all, given Adam’s credentials as a menswear designer, so the store is true to the brand’s ethos of being all about dirt-bike style.

The store is based in Chiswick, West London, only a one-minute walk from Turnham Green tube station on the District Line, plus they have free customer parking right outside the store for those riding or driving across town or from out of town.

Words: Press Release | Lead Image: 250 London

MX Vice Editor || 25