Original Penguin has a lot to celebrate this year, with some exciting collections and collaborations and a new UK store in their 60th year. A packed party in London’s Shoreditch to toast their diamond year earlier this month made it clear what a diverse and loyal following the brand have, the numerous photos of iconic Original Penguin wearers dotted around the event space reminding us of their heritage. From Clint Eastwood to Oasis to Robert Pattinson, the little penguin motif has been emblazoned on many a famous chest.

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A stone’s throw from the existing store, this month Original Penguin has relocated to a new premises on Covent Garden’s bustling Long Acre. In the heart of the tourist haven, Long Acre has carved its name as a shopping destination to rival nearby Oxford Street, only in a much less frenetic and more intimate setting. Nestling in with the likes of H&M, Cos, Jack Wills and Reiss, Original Penguin finds itself in good company, with nearby stores such as Oliver Sweeney, Paul Smith and Opening Ceremony completing the Covent Garden menswear hub that British Vogue highlighted as one of London’s best.

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Whether it is one of Original Penguin’s timeless and classic polo shirts, chinos, sports jackets or swimwear you are in the market for, the relaxed atmosphere and product at 49 Long Acre – one of only four stores in the UK – will ensure you get what you came for, and perhaps some things you didn’t too.

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Original Penguin is open now at 49 Long Acre, Covent Garden London.