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One to watch: local entrepreneur launches prestige fashion and footwear store with plenty of Soul

An inspiring and passionate young entrepreneur, Toby Snowdon opened his own dream-come-true premium clothing and footwear store this month. Having worked with PNE Enterprise to bring his dreams to life, Soul is a customer-led fashion and lifestyle store situated in the affluent market town of Stokesley catering to even the most discerning tastes. The beautifully furnished interior lends itself well to the equally beautiful brands it stocks – namely UGG, Timberland, Gibson and Moda in Pelle. Customers can expect a welcoming and relaxed environment as Toby and his team add a bespoke, personal shopping element to the new store. The addition of appointment-only times, bespoke suit tailoring and the ability to order single items from favourite brands ensures customers leave feeling completely satisfied with the service and product they have received.
The inspiration to launch his own store was a natural progression for Toby, whose experience of working in the fashion industry has proved invaluable. Having worked for designer retailers across the region, Toby was also fortunate enough to work with his father and gain first-hand experience in everything from product development and business to business selling, to buying trips and product launches. “I always liked clothes on a personal level, but it was working with the product which helped me to realise the detail and versatility of clothing and footwear” explains store owner Toby. “Products with subtle coloured buttons or ink tattooing on the inside of footwear for example emphasised the importance of adding value to products and I knew that the emphasis here was not so much on brand recognition, but on customer service, unique items, and a general look to coincide with the customer’s lifestyle.”
Soul is a culmination of work and pleasure for Toby, who studied business at GCSE, Economics at A-Level and went on to gain a degree in Economics and Business Management. Working in such a fast-paced environment, Toby credits his previous experience within retail to be able to match brands with certain retailers and consumers. With the added bonus of guidance from his father, who has worked in the fashion industry for many years, Toby has adopted a winning strategy of stocking in-demand brands year round, as opposed to the traditional six month forward order option, meaning as trends develop, Toby can buy alongside these trends and ensure Soul is always at the forefront of fashion – another indicator of his customer-led outlook.
Choosing to launch his debut store in Stokesley, a pretty market town surrounded by nice wine bars, pubs and other destination stores; Toby hopes to play his part in making Stokesley even more of a go-to destination for shoppers. Whether your style is in keeping with the country gent, or a colour palette of muted tones and clean lines, Soul promotes a real emphasis on product and achieving the look that the customer is aiming for. This is resembled in careful product selection, and as Toby explains, “At Soul we have predominantly gone for the more fashion-orientated product which will complement the store and the individuals who shop there. We don’t promote the customers to aspire to look like a celebrity but to look how they want and to go for product which they can actually wear not just for show.”
From Kate Middleton-esque nude courts to put the finishing touches to an outfit and stylish tan oxford brogues to add a sense of individuality to your look, Soul’s aim is to instil a sense of fun and playfulness into clothing and footwear to create a fashionable look and capsule wardrobe that combines style, practicality and quality. As the name suggests, Soul reflects Toby’s vision that product and customer-led service is at the centre of everything they do here. The concept is simple and guaranteed to help this independent store make its mark.
Editor’s Notes
-       Soul is located at 3 Bridge Road, Stokesley, TS9 5AA
-       The store is open Monday to Saturday from 9.30am until 5pm. Please check website for any future amendments or information regarding these dates or times.
-       Soul stocks a range of men’s and womenswear a range of sizes.
-       To stay up to date with new products and special offers please visit or call 01642 710952.
-       Follow Soul on Facebook at


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