Japanese designer snow sports and winter clothing brand Descente has arrived in London with the launch of its Foubert’s Place store.

Designer skiwear and cold-climate clothing is a rarefied thing and comes at a price. Previously confined to big names from the US and Europe, the opening by Japanese label Descente of a store on Foubert’s Place, off Carnaby Street, marks how things are changing.

The 1,800 sq ft, three-floor store, fitted out by ISG, looks more fashion than performance clothing, but it is in fact both. Pride of place is given to skiwear on the ground floor, where white neon tubes and illuminated plinths lend the interior a real sense of drama. The basement is home to footwear and golf ranges while the first floor carries the cycling and accessories departments.

It is the jackets that are the star and the minimalist approach that has been adopted to both density and styles displayed creates a luxury set of expectations.

The brand has been around since 1935 but this is its first foray into the UK.