Bleach London opens on Soho’s Berwick Street

East London’s cult salon Bleach London has opened a West End sister salon in Soho, with a new 1000 sq ft. flagship arranged over two floors at 2 Berwick Street.

Founded in 2010 by hairstylist to the stars, Alex Brownsell, and best friend Sam Teasdale in Brownsell’s kitchen, the Dalston-based salon has transformed the trend for bright dye-jobs into a thriving brand with an extensive celebrity client list including Lily Allen, Georgia Jagger and Pixie Geldof.

Bleach will join an already cool mix of fashion and lifestyle brands in and around Berwick Street such as exclusive footwear store Footpatrol, skate giant Palace, Parisian chic retailer A.P.C. and Swedish denim brand Nudie Jeans.

Interior designer David White has created a more refined space for the Soho salon than the Dalston original with clean lines, open spaces with exposed elements including piping and bespoke flooring with colour-spattered details. While the slicker new central salon shows the brand growing up, it will still uphold the itss core values of fun, colour, experimentation, rebellion and DIY science. Case in point: the colour-mixing dispensary also doubles up as a bar for customers.

Perfect for Berwick Street’s diverse Soho offering, Alex Brownsell says: “We wanted a central location for a while, but we didn’t imagine we’d get such a perfect position for us. Berwick Street is amazing and we’re so excited to sit amongst the other brands that live here.”