Our team of Red Cap Ambassadors have been a familiar sight on Oxford Street and Regent Street for almost 10 years. In their distinctive black uniforms, the Red Caps primary role is to welcome the two million visitors who come to the West End every week.

Over 420,000 people ‘ask a Red Cap’ for directions or advice every year. They’re a mine of local information and can find the answer to almost any question!

Another element of the Red Cap’s role is to liaise regularly with our member stores on issues such as security, the street environment and marketing events.

The final part of their role is to care for the West End environment, by reporting issues such as faulty street lights, damaged paving, graffiti etc., to Westminster City Council and tracking progress against agreed service level agreements. On an average month, around 500 issues are reported.

The Red Caps also provide a vital role in enforcement against illegal and anti-social behaviour, providing valuable intelligence to Police and Council Enforcement officials in areas such as illegal street trading, begging and prostitution.

The Red Caps patrol Oxford Street and Regent Street between 10am and 8pm Monday to Saturday and 12.30pm to 6.00pm Sunday. To contact the Red Caps Ph. 0207 580 8108 or redcaps@newwestend.com