Paramo

Paramo is one of the many, many outdoor clothing shops available to the public in Covent Garden. It basically sells jackets, and jacket accessories! We’re talking two floors of heavy, heavy jacketing. Green ones to camoflague you in the forests, white ones to camoflauge you in snow. Brown ones to make you look down to earth (get it) and red ones. The jackets are of exceptional quality — they feel very light and very silky, but retain warmth like a champion of warmth retainers. Staff are very friendly, well up for a joke and a bit of banter.
Fact of the day told by one of the floor assistants — You lose bodyheat 25% faster in water then in air. Fascinating, non? They also sell things like waterproofing spray for clothes, to try and negative this 25% bodyheat loss. Their clothing is designed to allow skin to breathe but also moves sweat across the surface of the body, causing maximum evaporation leading to cooling on the inside but staying warmth on the out. Expensive jackets nonetheless, look to be spending about £200! A nice little place though.