Fly London

Fly London is the Covent Garden shop for the Portuguese footwear label of the same name, sitting on Earlham Street a few steps from the Seven Dials junction. The shop carries the brand's own boots and shoes alongside two sister labels from the same house, Softinos and Asportuguesas, so a single visit covers three related ranges rather than one.

The house style is built on chunky soles, sculpted wedges and soft leathers, and the shop's slogan, "Don't walk, fly", has followed the label since its early days. Womenswear takes up most of the floor and runs across ankle boots, knee high and mid calf boots, flats, heels, sandals and wedges, with a clearance rail kept alongside the seasonal collections. Menswear covers casual, lace up, pull on and smart styles, and there is a small bag and accessories selection.

Buying Portuguese shoes in Covent Garden

Softinos is the softer, lighter sibling built around unlined leathers, while Asportuguesas works with cork and recycled materials. Staff keep a leather care selection on the counter and the shop publishes its own care guide, which matters with the unlined and oiled finishes the brand favours. Seasonal sales are run in the shop as well as online, so the Fly London Earlham Street shop often has marked down stock that is not obvious from the window.

What to expect on a visit

Expect a compact single floor with sizes stacked behind the counter, and staff who will fetch rather than leave you hunting. Trading is seven days a week with a shorter Sunday, and the quietest hour is usually mid morning before the Seven Dials crowds build. It sits well in a run of independent Covent Garden clothing shops along Earlham Street, with Carhartt WIP a short walk in the other direction.