From Living Room Workshop to Kink Community Hub: Fetish Daddy Opens First London Store

When London-based fetish brand Fetish Daddy opened the doors of its first physical shop in London’s East End in 2025, founder and creative director Ollie Spragley described the moment as a “massive milestone” for the business and for the city’s kink community. The brand, which specialises in luxury leather and latex gear, has established its new home at 25 Spelman Street, London, E1 5LQ, positioning itself as both a retail space and a community hub for queer fetish enthusiasts.

Spragley originally launched Fetish Daddy in 2019 from his living room, making leather harnesses for his dogs before human customers started asking for custom pieces of their own. Demand quickly grew as local pet shops began stocking the harnesses and queer customers recognised the potential for bespoke gear that could be tailored to a wide variety of bodies and identities. The company has since evolved into a full-scale fetish house producing made-to-measure harnesses, clothing, and accessories, with a team of around ten queer staff members.

The opening of a dedicated storefront follows a period in which London’s leather and kink scenes have seen renewed visibility through fashion, nightlife, and art. Photographer Matt Ford, whose kink-focused “VOYEUR” and “VOYEUR2 Kink” exhibitions documented queer fetish communities in the UK, has noted how kink spaces often serve as inclusive environments where people who feel excluded from mainstream gay venues can find solidarity and affirmation. In one interview, Ford highlighted stories of older gay men finding community in leather and kink circles after facing ageism elsewhere, emphasising that these scenes frequently prioritise care and non-judgment.

Fetish Daddy’s new shop operates on an appointment-style model familiar to many specialist fetish retailers in London, with customers ringing a doorbell to enter, offering a measure of privacy for those exploring kink for the first time. Inside, visitors can work with staff on custom designs, try on ready-made pieces, and receive guidance on fit, materials, and care. Spragley has said that a central motivation for the brand is addressing the lack of inclusive sizing and fit he experienced personally when attempting to buy leatherwear off the rack in traditional retail settings.

Fetish Daddy has also attracted attention through high-profile collaborations that connect kink aesthetics with popular culture. The brand designed a latex apron worn by musician Jake Shears in the fetish-themed film “Pillion,” which has helped bring elements of the kink world into wider cinematic and media discourse. Attitude Magazine has used the movie’s release as a springboard for its own new digital title, Attitude Uncut, with a launch issue themed around kink and featuring Fetish Daddy among other contributors.

Within the shop, Spragley and his team emphasise emotional as well as aesthetic transformation. He has described moments where customers—ranging from queer men to women working in adult entertainment—see themselves in bespoke latex or leather for the first time and express powerful feelings of recognition and empowerment. These experiences echo broader research indicating that affirming environments where LGBTQ+ people can safely explore desire and gender expression are associated with increased confidence and mental health resilience.

London’s fetish landscape includes longstanding venues and retailers that have historically provided similar community functions, from specialist stores in Soho to spaces like Fetish Freak in Oval, which also uses a doorbell-entry system to balance visibility with discretion. By opening in the East End, Fetish Daddy adds to this ecosystem at a time when queer spaces continue to be under pressure from rising rents, redevelopment, and the legacy of pandemic-related closures. Advocates have argued that maintaining a diverse range of LGBTQ+ venues—including kink- and fetish-focused hubs—is crucial for serving the full spectrum of identities and desires within the community.

From its beginnings in a living room to its new status as a destination shop, Fetish Daddy’s trajectory reflects how kink-focused businesses can blend craftsmanship, community-building, and LGBTQ+-affirming values. As the brand settles into its physical home, it joins a wider movement of queer creators, artists, and entrepreneurs using fetish culture not only as an aesthetic, but as a framework for exploring consent, body autonomy, and the many ways LGBTQ+ people choose to express desire and selfhood.