Varley UK is a premier contemporary fashion and active-lifestyle brand founded in 2014 by husband-and-wife duo Lara and Ben Mead. Headquartered in London, the brand is widely recognized for pioneering the “elevated athleisure” movement, blending refined British tailoring with a relaxed Californian aesthetic. As of March 2026, Varley operates two major London flagship stores in Marylebone High Street and King’s Road, alongside a growing international presence in New York and Chicago. The brand is best known for its signature DoubleSoft® fabric, a unique, marshmallow-like material used in its bestselling half-zip pullovers and loungewear. UK prices typically range from £54 for base layers to £250+ for technical outerwear, with the brand maintaining a strong presence in luxury retailers like Harvey Nichols, Flannels, and Selfridges. This guide covers everything from store opening hours and the latest 2026 collections to the practical details of shipping and returns for UK customers.
Brand Origins and British Heritage
Varley was born out of a desire to create a wardrobe that moves seamlessly with the modern woman. While the initial inspiration came during a holiday in Santa Monica, California, the brand’s DNA is firmly rooted in London’s sophisticated fashion scene.
Founders Lara and Ben Mead launched the brand as a self-funded venture, initially modeling the collections themselves. Over the last decade, it has evolved from a niche activewear label into a global lifestyle powerhouse. Today, Varley is celebrated for its “quiet confidence,” a philosophy that prioritizes high-quality Italian-sourced fabrics and timeless silhouettes over fleeting, logo-heavy trends.
Signature Collections and 2026 Pricing
The 2026 Varley collection is defined by versatility, designed for women who transition from school runs and boardrooms to Pilates sessions and social outings.
The DoubleSoft® Revolution
The most iconic pillar of the Varley wardrobe is the DoubleSoft® range. This fabric is proprietary to the brand, offering a structured yet incredibly soft feel that doesn’t lose its shape. Popular items like the Hawley Half-Zip Sweat (£114) and the Wide Leg Pant (£104) are staples that frequently sell out upon release.
Technical Activewear and Club Collections
For performance, Varley’s Active line utilizes specialized compression fabrics sourced from Italy. The 2026 Club Collection has also seen a surge in popularity, specifically targeting tennis and golf enthusiasts with pleated skirts and moisture-wicking knits.
Knitwear: £90 – £150
Outerwear & Coats: £150 – £280
Leggings & Shorts: £78 – £105
Accessories (Bags/Hats): £35 – £120
London Flagship Store Locations
For those who prefer an in-person shopping experience, Varley’s London stores are designed to reflect the brand’s aesthetic of “elevated calm,” often featuring collaborations with local female artists.
King’s Road Flagship
Located at 110-112 King’s Road, London, SW3 4TX, this was the brand’s first official UK flagship. It serves as a community hub, often hosting wellness events and collection previews.
Opening Hours: Monday to Saturday (10:00 – 19:00), Sunday (12:00 – 18:00).
Marylebone High Street
Situated at 104 Marylebone High Street, London, W1U 4RR, this store caters to the village-like atmosphere of Marylebone. It stocks the full range of active and contemporary pieces.
Opening Hours: Monday to Saturday (10:00 – 19:00), Sunday (11:00 – 17:00).
Practical Information and Planning
Shopping with Varley in the UK is streamlined through their dedicated regional website and a network of premium stockists.
Shipping: Standard UK delivery is generally free on orders over £150, typically arriving within 2-3 working days.
Returns: Varley offers a 30-day free return policy for UK orders. Returns must be initiated through their online portal, and items must be in original condition with tags attached.
Online vs. In-Store: Note that items purchased online usually cannot be returned in-store unless specified otherwise at the time of purchase.
Stockists: Beyond flagship stores, you can find Varley at Harvey Nichols, Flannels, Jules B, and Net-a-Porter.
Sustainability: The brand focuses on ethical sourcing, with a significant portion of their manufacturing taking place in Europe to maintain high labor standards and reduce transport emissions.
Timely Section: Spring/Summer 2026 Trends
As of March 2026, the brand is seeing a major trend toward “Monochrome Layering.” The latest Spring drops feature a palette of bone, sage, and deep navy, designed to be worn as full sets. The Stamford Car Coat (£252) has emerged as the must-have transitional piece for the unpredictable British spring weather, providing water resistance without compromising on style.
FAQs
Is Varley a British brand?
Yes, Varley is a British-born brand founded in London in 2014. While they have a significant presence and offices in Los Angeles, their headquarters remain in the UK.
What is Varley DoubleSoft fabric?
DoubleSoft® is Varley’s signature fabric. It is a light, breathable, and structured material known for its exceptionally soft, “marshmallow” texture and durability.
Does Varley run true to size?
Generally, Varley pieces are designed with a relaxed, contemporary fit. Many customers find that for pullovers and loungewear, they can stay true to size for a relaxed look or size down for a more tailored fit.
Where can I buy Varley in the UK?
You can buy directly from uk.varley.com, at their London flagships in Chelsea and Marylebone, or through premium retailers like Selfridges, Harvey Nichols, and Next (Seasons).
How do I wash my Varley DoubleSoft items?
It is recommended to wash DoubleSoft® items on a cool, gentle cycle (30°C) and avoid the tumble dryer to maintain the fabric’s unique structure and softness.
Does Varley have a sale?
Varley typically holds seasonal sales in January and July. You can also find discounted pieces through authorized outlet partners or during Black Friday events.
Is Varley activewear squat-proof?
Yes, Varley’s technical leggings (such as the Let’s Move and Let’s Go collections) are engineered for high-performance and are tested for full opacity and support.
Can I return Varley sale items?
Standard return policies apply to most items, but “Final Sale” products are often non-returnable. Always check the specific terms on the UK website during promotional periods.
Who owns Varley?
Varley remains an independent, family-run business founded and led by Lara and Ben Mead.
Does Varley offer a first-purchase discount?
Yes, new customers who sign up for the Varley newsletter typically receive a 10-15% discount code for their first full-price order.
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