Wade Smith Liverpool: The Iconic Football Casual Fashion Store (1982-2005)
Strolling down Slater Street in Liverpool at the corner of Fleet Street, the unit now occupied by Hardman Pizza will be of little significance to many. But for those who lived through the heyday of football casual culture, this spot represents the birthplace of a retail revolution that would transform British street fashion for decades to come.
Turn the corner onto Fleet Street, and there stands a fitting reminder of past glories – a shop front sized Wade Smith mural by Liverpool street artist Paul Curtis, created in collaboration with trainer and clothing retailer Transalpino. This vibrant artwork commemorates the original Wade Smith store, a shop that became synonymous with high-end trainers and designer clothing that defined the football casual movement.
The mural has become a shrine for casuals and trainer fans alike. No trip to Liverpool is complete without the photo opportunity to be snapped standing in the mural – a testament to the enduring legacy of a store that closed its doors almost 20 years ago.
Robert Wade Smith - The Man Behind the Legend
Founded in 1982 by entrepreneur and businessman Robert Wade Smith, the eponymous store started life as a humble one-man business marketing itself as a ‘Sports Shoe Shop’. Robert, who had previously worked in retail, possessed a keen eye for emerging trends and a deep understanding of Liverpool’s unique relationship with fashion.
What set Wade Smith apart from conventional sports retailers was its founder’s vision. Inspired by Liverpool FC’s European forays in the 1980s, Robert Wade Smith recognized an opportunity that others had missed. As Liverpool supporters traveled across Europe following their dominant football team, they returned not just with memories of victories but with continental fashion styles and, crucially, rare European trainers that were unavailable in the UK.
Robert saw the potential to source these coveted trainers directly and bring them to the burgeoning UK market. His timing couldn’t have been better, as the football casual movement was taking hold on terraces across Britain, with Liverpool at its epicenter.
The Rise of Wade Smith and Football Casual Culture
The original Slater Street store quickly became a mecca for fashion-conscious football supporters. Adidas trainers were undoubtedly the cornerstone of the business, with Wade Smith playing a pivotal role in cementing Adidas as the footwear of choice for terrace casuals throughout the Northwest and beyond.
The popularity of models like the Adidas München, Forest Hills, and Stan Smiths grew in large part influenced by the trends set by Wade Smith. Perhaps most iconic was the Adidas Trimm Trab – through the 1980s, Wade Smith reportedly sold over 110,000 pairs! Nearly 40 years later, Trimm Trabs remain a trainer favorite of the football casual subculture, with collectors paying premium prices for vintage pairs.
What began as a Liverpool phenomenon soon spread. Fashion-conscious football supporters from towns and cities across the UK would make pilgrimages to Liverpool specifically to visit Wade Smith. The store didn’t just sell trainers; it curated a lifestyle that merged sports, music, and fashion in a distinctly British way.
Expansion and the Golden Years
Following the initial success, Wade Smith expanded with the opening of their flagship store on Matthew Street in the heart of Liverpool’s Cavern Quarter during the early 1990s. This wasn’t just another branch – it was a temple to street fashion that stretched across five floors and famously incorporated an indoor climbing wall, showcasing the ambition and creativity that defined the brand.
As the business grew, so did its offering. The product lines expanded beyond trainers into designer clothing, making it the go-to shop outside of London for the football casual and fashion enthusiast alike.
The store became known for stocking brands that were difficult to find elsewhere in the UK, creating an aura of exclusivity that perfectly matched the ethos of football casual culture. This wasn’t just shopping; it was a social experience where likeminded individuals could discuss the latest European football matches alongside the newest trainer releases.
Wade Smith Liverpool: Corporate Takeover and Decline (1998-2005)
In 1998, the Arcadia Group, which held in their portfolio more mainstream brands including Topshop & Miss Selfridge, purchased Wade Smith for £17.3 million. For devotees, there was always doubt whether the brand could prosper under their new corporate umbrella. The acquisition marked a turning point for the once-independent retailer.
It was therefore met with all-round approval from the enthusiasts who had propelled the brand in its earlier success when Robert Wade Smith bought back the firm from Arcadia in 2001 for £7m – a move that seemed to signal a return to the store’s roots.
However, the triumphant return proved relatively short-lived. Facing increasing competition from online retailers and changing fashion landscapes, the firm ceased operating and closed its doors for the final time in 2005.
The Lasting Legacy of Wade Smith Liverpool
While long gone from Liverpool’s streets, the Wade Smith legacy remains vibrant in the city’s fashion DNA. Evidence can be seen on football terraces around the country every Saturday afternoon, where the casual style pioneered by Wade Smith continues to influence how supporters dress.
Modern Liverpool retailers like Transalpino, 80s Casuals, and various independent shops in the city have picked up the mantle, catering to a new generation of football casual clothing enthusiasts while paying homage to the original pioneer.
The Paul Curtis mural has become more than just street art – it’s a pilgrimage site for those who understand the cultural significance of what Wade Smith represented. It stands as a reminder of how a single shop in Liverpool managed to influence fashion trends nationwide and helped define an authentically British subculture that continues to resonate today.
For those who were there, Wade Smith wasn’t just a shop selling football casual clothing – it was the physical manifestation of a movement, a cultural institution that helped Liverpool cement its reputation as one of Britain’s most fashion-forward cities. Robert Wade Smith may have closed his final store in 2005, but the influence of what he created continues to echo through British street fashion decades later.
FAQs Wade Smith Liverpool
When did Wade Smith Liverpool first open?
Wade Smith Liverpool first opened in 1982 on Slater Street at the corner of Fleet Street as a small “Sports Shoe Shop” established by founder Robert Wade Smith.
What were the most popular trainers sold at Wade Smith?
The Adidas Trimm Trab was the bestselling trainer at Wade Smith, with reportedly over 110,000 pairs sold during the 1980s, followed by other popular Adidas models including München, Forest Hills, and Stan Smiths.
Where was Wade Smith Liverpool located?
Wade Smith’s original store was on Slater Street at the corner of Fleet Street, with their flagship five-floor store later opening on Matthew Street in Liverpool’s Cavern Quarter during the early 1990s.
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