Style Of Our Own (SOOO) launches a groundbreaking retail and community space on London’s Regent Street, championing independent women’s sportswear, grassroots rugby initiatives, and innovative sports science to promote inclusivity and elevate female athletes in the UK’s evolving sporting landscape.
Style Of Our Own (SOOO) emerges as a distinctive and timely initiative in the landscape of women’s sport, embodying a bold vision to celebrate and empower female athletes while championing grassroots participation. Launching as both a physical pop-up store on London’s Regent Street and an online hub, SOOO curates cutting-edge sports gear from independent UK-based brands exclusively designed for women. This initiative offers a unique one-stop shop experience that spans footwear, apparel, accessories, and specialist equipment, positioning itself as a vital platform for inclusivity and female-led design in the sportswear industry.
Backing the venture is a strong community-driven mission supported by major partners such as Mastercard and Westminster’s Meanwhile On programme. The store is more than retail; it functions as a movement, offering an events programme packed with panels, workouts, and community activities. Included in its dynamic space is a three-a-side football pitch, designed to allow customers to test products in action—an innovative approach that fosters a tangible connection between athletes and the gear they use. According to the Regent Street Online announcement, this multi-dimensional agenda aims to elevate grassroots women’s sport, showcase the talents of female athletes, and support small, independent brands seeking visibility and growth.
This development aligns well with the broader momentum in women’s sport, particularly rugby, where England’s Red Roses are preparing to defend their place as world leaders. Set to compete in the expanded Women’s Rugby World Cup 2025, which has grown to include 16 nations, England heads the tournament as the world’s top-ranked team, riding a sustained winning streak. ESPN’s coverage highlights the Red Roses’ confident bid for a fifth World Cup title, framing the event as a significant milestone in the game’s growing global profile. These international advancements underscore the increasing visibility and competitive stature of women’s rugby, dovetailing with domestic efforts to nurture participation.
Beyond retail and elite competition, the grassroots level of women’s rugby is receiving notable attention from major sponsors keen to invest in the sport’s foundations. British Airways, for example, has launched the Spaces For All Fund, a three-year programme backing rugby clubs committed to increasing women and girls’ participation. The fund has already provided support to grassroots clubs like Plymouth Albion RFC and Plymstock Oaks, upgrading social and outdoor facilities to create more welcoming environments. This corporate engagement highlights sport’s capacity to foster community cohesion and enhance accessibility, reflecting a shared ambition to broaden participation and inclusivity nationwide.
Meanwhile, innovation in sports science is taking centre stage in advancing women’s rugby performance and wellbeing. The Welsh Rugby Union has pioneered the use of PLAYER.Connect technology with the Wales Women’s team, tailoring training regimens and nutritional guidance to athletes’ individual menstrual cycles. This gender-specific, data-driven approach includes expert pelvic floor training and menstrual education, supported by Vodafone as a founding partner. Such forward-thinking programmes mark a significant evolution in how female athletes’ physiological needs are integrated into training, signalling a new era of personalised sport science that benefits performance and health.
Together, these developments—from the retail revolution led by Style Of Our Own and the expanding global stage of the Women’s Rugby World Cup to grassroots investment and progressive sports science—paint a holistic picture of a rapidly transforming ecosystem for women’s sport in the UK. Each element contributes to a broader cultural shift that elevates female sport, promotes inclusivity, and supports a diverse and thriving sporting community.
📌 Reference Map:
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
✅ The narrative is current, published on 23 August 2025, with no evidence of prior publication or recycled content. The inclusion of recent events and developments supports its freshness.
Quotes check
Score:
10
Notes:
✅ No direct quotes are present in the narrative, indicating original content without reused or recycled material.
Source reliability
Score:
10
Notes:
✅ The narrative originates from The Standard, a reputable UK news outlet, enhancing its credibility.
Plausability check
Score:
10
Notes:
✅ The claims made in the narrative are plausible and supported by recent developments in women’s sports, with no inconsistencies or unverifiable information.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
✅ The narrative is fresh, original, and sourced from a reputable outlet, with all claims being plausible and supported by recent developments in women’s sports.
