
Talking Shop: Outsiders Store
In the seventh part of our regular series, we speak to the guys at Outsiders Store’s newly-opened London site
Words by Will HALBERT & Photography by Robin HUGHES

Coal Drops Yard marks the second Outsiders Store location and their first in London. Once the marshalling yards of Great Britain’s industrial revolution, Coal Drops Yard has since been repurposed as a modern space to shop, eat and drink. With its rugged-yet-charming industrial edge, the Yard is the perfect spot for Outsiders’ cooly utilitarian style and ethos. We catch up with Nicholas Wyles, General Manager of Outsiders Store, to talk about the store’s philosophy, its most coveted brands, and why you can’t put an age on style. EJ
How would you describe Outsiders and the garments on offer there?There’s a question. Summed up succinctly we’re a lifestyle driven outdoor store, I suppose. We’re into outdoor clothing but look to style it differently and we’re more about the positive escapism that the outdoors can offer rather than conquering anything. On the garments front, essentially we seek product which is versatile, ethical where possible, and has a function.
What specific brands do you stock? What can customers coming into the store expect?
Hopefully a fresh approach. We wanted to create a relaxed atmosphere where you can pick up interesting pieces from the big outdoor brands like Patagonia, Fjällräven and Arc’teryx as well as contemporary lifestyle brands doing good things such as Battenwear, Gramicci and Kestin Hare.
Any personal favourite brand picks from yourself and the Outsiders staff?
Montbell has been going down pretty well with the guys in store, it’s a brand we were excited to stock which isn’t often seen on these shores. Personally I’m into really technical stuff like Arc’teryx, aside from that I appreciate what Satta are doing which we’ve got coming for Spring/Summer.
‘We were drawn to it because it’s a fantastic space and we saw potential but it’s also a completely new space for London so it’ll take a little while for CDY to become the place where people head to shop.’
How are things at the new Coal Drops Yard store going?
It’s early days there. We were drawn to it because it’s a fantastic space and we saw potential but it’s also a completely new space for London so it’ll take a little while for CDY to become the place where people head to shop. There are some great shops, and top class food and coffee places, so it’s just a case of people getting down there and getting used to King’s Cross as a retail area as it’s never really been that.
How are the garments at the higher end of the price scale received? Would you say that the kind of customer that frequents Outsiders is a little more clued in to what they are buying?
I think people don’t mind paying for quality and products that have longevity. Our customers are ultimately seeking products that will last, look good and are functional.
During your time in the industry, have you noticed any big changes in consumer tastes, concerns and spending habits?
Right now people are more careful with their spending, that’s probably got something to do with the political turmoil we’ve found ourselves in of late. Generally speaking online is the big growth area as there’s fewer people out shopping nowadays.
Do you notice any trends coming through in London and beyond of late?
There’s definitely a lean towards technical outdoor footwear like approach shoes and chunky Hoka One One runners.
Would you say that Outsiders has a particular type of customer?Predominantly our customers are brand savvy and interested in clothing that’s made for the outdoors. Hopefully we cover people coming at the shop from a few different angles – whether they need a quality waterproof jacket for the commute or the mountains, or are looking to buy something from a brand that’s a little more tricky to track down over here, like Montbell or Battenwear.
‘Hopefully we cover people coming at the shop from a few different angles – whether they need a quality waterproof jacket for the commute or the mountains, or are looking to buy something from a brand that’s a little more tricky to track down over here, like Montbell or Battenwear.’
What’s the age range of your customers?
Robin in the office said it’s about psychographics, it’s more about their lifestyle and attitude. Which is more interesting than 18 – 60 right? Pocket money or pension, everyone’s welcome.
Personally, do you have any key style influences? Are there any watershed style moments for you?
Mid ‘90s New York Hip Hop and older folks found on mid-morning trains to the hills.
outsidersstore.com