On the ground floor of the Strand Arcade sits an unassuming, old school bench. You’d be forgiven for walking past it, thinking it part of the Arcade’s historic architecture. It’s not, in fact, a relic of the past, but rather the headquarters of The Prince’s Consort Shoe Shine — a shoe polishing, detailing and cleaning business that’s been a fixture of the Strand Arcade since 2000. Run by Peter Cooke, the booth has been polishing the dress shoes and Chelsea boots of CBD workers for close to 25 years, though Cooke’s been running the business for around 35.  

What started as a spot for a quick polish on a lunch break has evolved into a full service offering, spanning waterproofing, detailing and, most recently, sneaker cleaning. “People are dressing more casually for work and customers started asking if I could offer sneaker cleaning services,” Cooke explains. Gone are the days of dressing up for the office five days a week — post-pandemic, a more casual dress code has made sneakers a fixture of relaxed corporate attire. So it’s unsurprising that Cooke has seen an uptick in demand for sneaker-centred services.  

Add to that, designer sneakers have had a major boom in recent years. From Gucci’s Ace sneakers to Dior’s monogrammed versions and Chanel’s pastel tennis shoes, luxury kicks make wearing sneakers to the office not just acceptable, but very very cool. It does, however, mean a little more attention is required to keep them looking spick and span.  

“Taking care of dress shoes is totally different from looking after sneakers,” Cooke says. Unlike leather, which tends to be fairly easy to polish and care for, sneakers require a little more attention to detail, which is where Cooke and his team come in. “Sneakers need to be soaked in various treatments, which takes time to soak and then to dry,” he says. Depending on the fabric of the sneakers, the treatment approach Cooke takes will vary from style to style, though if he had one word of warning, he recommends steering clear of hard-to-care-for fabrics to guarantee longevity and less maintenance.  

“When it comes to sneakers, it’s best to avoid suede as it tends to be difficult to keep clean,” he cautions. “A common mistake I see with sneakers, especially suede ones, is customers putting extra waterproofing on them as soon as they buy them.” If in doubt, it always pays to consult an expert. You can find Peter Cooke and the entire Prince’s Consort Shoe Shine team on ground level of the Strand Arcade, open from 8am to 5pm Monday through to Friday. It’s the easiest way to ensure you’re always putting your best foot forward.