Depends where in London you are/are going and what you are after.
  Sondel Sport at the top of Islington is friendly but mostly high-end stuff. 
http://www.sondel.co.uk/  J&S in Greenwich is quite an aladdins cave. 
http://www.jsaccessories.com/  Rivetts in Leytonstone is okay. Not very big though. 
http://www.rivetts.co.uk/  Harpers in Romford okay as well. Also pretty small. 
http://www.harpersraceshop.co.uk/cat14_1.htm  Of the four, only J&S is worth going out of my way for (unless I want something Dainese, which is about every 3 years).