New York heritage eyewear label MOSCOT has relocated its Soho boutique from 37 to 39 Beak Street. The new store sits just next door, marking a fresh chapter in the brand’s London story. Notably, the move comes almost ten years after MOSCOT opened its first international location in the capital.
A Natural Fit for Soho
Beak Street, just off Carnaby Street, has long suited MOSCOT’s identity. The area is known for its creative energy, with strong links to fashion, music and the arts. As a result, it mirrors the brand’s downtown New York roots.
The new store spans 70 square metres and includes a 12-square-metre testing facility. Therefore, it offers more space for both retail and eye care services. At the same time, it allows customers to experience the full collection in a more relaxed setting.
Design Rooted in Heritage
Inside, the design remains true to MOSCOT’s signature aesthetic. Tin ceilings, vintage objects and archival details define the space. Together, these elements reflect the brand’s Lower East Side origins.
Moreover, the interiors highlight five generations of family craftsmanship. Each detail reinforces MOSCOT’s focus on heritage and authenticity, while still feeling relevant in a modern London setting.
A Decade on Beak Street
According to Dr. Harvey Moscot, fourth-generation CEO, the move felt like a natural step. After ten years on Beak Street, the brand simply needed more space. However, staying in the same neighbourhood remained important.
As he explains, Soho has supported MOSCOT since day one. Consequently, relocating next door allows the team to continue serving its community, just with more room to do so.
Zack Moscot, Chief Design Officer, echoes this sentiment. He notes that Soho’s creative spirit has always reflected the Lower East Side. Because of this, the connection to Beak Street has only grown stronger over time.
From Orchard Street to Global Expansion
Founded in 1915, MOSCOT began with Hyman Moscot selling eyeglasses from a pushcart on Orchard Street. Since then, the brand has evolved into a global name. Nevertheless, it remains family-owned and rooted in its New York heritage.
Today, MOSCOT continues to expand both in London and internationally. In addition to its Soho store, the brand operates locations in Covent Garden, Marylebone and King’s Road. Meanwhile, recent openings in Florence, Melbourne and Guangzhou highlight its ongoing global growth.
About MOSCOT
Founded in New York City, MOSCOT is a five-generation, family-owned eyewear brand. It is widely known for its timeless designs and craftsmanship. Although it has grown into a global fashion name, it still retains the spirit of a neighbourhood optical shop.
