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Chucs Dive & Mountain Shop

Dover Street, London

Charles Finch has opened his first store, on Dover Street in London’s Mayfair, bringing his family’s movie and mountaineering heritage to a new leisurewear business, Chucs Dive & Mountain Shop.

Finch, chief executive and founder of Finch & Partners (the London and Paris-based media group that represents brands, actors and cultural organisations), was nicknamed Chuc at school, which explains the store name. The Finch family heritage consists of generations of explorers and actors, who are the main inspiration behind the new store.

Chucs Dive & Mountain Shop aims to provide the discerning traveller with everything they need for the beach, the mountains or a hunting lodge. Finch explains: “Our hope is that we will make the best-quality clothing for ladies and gentlemen who care for such things, and that we do so with heart and spirit, and that our customers live well, stand tall, give freely, explore often.”

The debut collection for spring/summer 11 is made up of swimwear for men and women, as well as Bermuda shorts, hiking shorts, T-shirts, shirts, safari jackets and boots. Silk scarves and light cashmere pieces round off the collection, with travel to Africa and the Caribbean in mind. For low-altitude trekking, mountain shorts and UV shirts have been created.

Collaborations within this first collection include The Blanchett shorts, inspired and co-created by Hollywood actress Cate Blanchett. There is also an exclusive print designed for men’s and women’s swimwear by British fashion designer Giles Deacon.

The collection comprises approximately 60 pieces with retail clothing prices ranging from £65 for a T-shirt to £685 for the safari jacket.

The business has also launched an online store,, which offers international delivery. Chucs Dive & Mountain Shop is also opening a concession in Harrods in London, which will sit within the Ski & Swim department.

For inspiration on new store formats, VM and windows, visit the Retail & VM section of WGSN Boutique, which features new stores from around the globe every week at


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