Pam Pam LOTI

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may have been a traditionally manly thing, but so were trousers back in the day! Say hello to Pam Pam, a new boutique exclusively for women and their love of trainers. The brains behind it, Bethany Heggarty and Rio Holland, who clocked up 10 years working in the menswear industry, noticed a major gap in the market for women. Already an impressive roster of big name players are stocked in the Bethnal Green Road store including Adidas, Reebok and New Balance.

Pam Pam says “We’re offering a space entirely for the woman that embraces culture, wellbeing and style, offering the best in carefully chosen, well known and independent brands from around the world…We wish to attract women that feel comfortable in their own choice in style, from sophisticated street, to casual, to lifestyle orientated.”

Pam Pam LOTI 2
Pam Pam LOTI 3

The 1,500 sq ft space is slick, minimal and not surprisingly gender neutral. We don’t think Pam Pam will put the boys off taking a sneak peak! It’s been a while since the trainer left the gym and headed straight for the offices, then on to the club and now even seen in the swankiest of restaurants.

Pam Pam is a lifestyle store and alongside the impressive trainer collection is a select edit from brands including Edwin, Carhartt, Penfield, Vanishing Elephant and LOTI faves Bethnals. The boutique also holds yoga classes and plans to start womens running and cycling groups soon. Who run the world? Girls!…with trainers from Pam Pam probably.

129 Bethnal Green Road, E2 7DG