Pam Pam: the UK's first women-only trainer shop opens in London

Earlier this month, the UK's first female-only trainer shop opened in London. Nestled between Bethnal Green Road's kebab joints and Brick Lane's vintage emporiums, Pam Pam is the brainchild of Bethany Heggarty, 31, and Rio Holland, 30.

The fashion-forward pair recognised there was a gap in the market for female sportswear that was both chic and practical.

"It's obvious that the sneaker game is changing for women", says co-owner Heggarty.

As the first of its kind in the UK and one of just three similar stores in Europe, Pam Pam offers a trendy, east London clientele a tightly edited selection of trainers, as well as a contemporary selection of jewellery, home accessories, clothing – and all strictly female.

The store's Scandi-cool aesthetic features crisp white walls and simple oak shelving, reflecting the freshness of the styles on offer at Pam Pam. Along with the usual sporty suspects (Reebok, Adidas, New Balance, Vans), neat displays of newfangled shoe designs are mounted onto walls. Australian brand Novesta provide the perfect summer plimsoll in an array of colours, while Boston-born Saucony's classic running shoe are a stylish option for exercising.

"Our brand list consists of labels that appeal to a broad range of women of all ages and styles," the girls say.

But why just women? Boys like trainers too, right?

Surprisingly, it was the girls' experience of working in menswear that bred the concept - and highlighted the importance - of a dedicated sneaker space for women.

"We found women of all ages looking for men's clothes and footwear in their sizes. As well as seeing this demand first hand, we felt the lack of brilliant women's stores personally and, in particular, a lack of women's sneakers." With household brands such as Adidas, Reebok and Vans constantly expanding their women’s only ranges to keep up with increasing demand, it seems these savvy shop owners could well be on to a winner. Although for Heggarty and Holland, it's about far more than just footwear.

"We're offering a space that embraces culture, well-being and style, which offers the best from carefully chosen established and independent brands from around the world. Alnd a store space that can encourage pop-ups and hold fitness sessions, such as yoga and meditation, and host running and cycling groups."

Gym bunnies, fitness freaks and yoga enthusiasts of London, rejoice - Pam Pam have thought about everyone.

Pam Pam, 129 Bethnal Green Rd, E2 7DG; pampamlondon.com