London’s First Women’s Only Trainer Store

London’s First Women’s Only Trainer Store

Words Beth Fuller
Images Camila Falquez

Pam Pam is focusing on on diversity, womanhood and the body.

The first all-female trainer shop in London—129 Bethnal Green Road to be more precise—has partnered with photographer and filmmaker Camila Falquez for the launch of the Nike Air Max 97 Premium.

Pam Pam had decided to collaborate with Camila Falquez due to her focus on diversity, womanhood and the body. In pairing the fluidity and grace of Camila’s work with Nike sneakers, Pam Pam has portrayed a refreshing take on today’s street-style. The usual competitive angle of active-wear is replaced with soft movements, warm pastel tones and light music.

According to Pam Pam’s founders; Bethany Hegarty and Rio Holland, the interpretive dance film displays “unity and the force of women working and growing together”. It seems that the campaign is an apt reflection of the store overall as it was created to provide a comfortable online and in-store space for the every-day woman to buy trainers without having to source from a male influenced the street-style brand.

Learn more about Pam Pam here.