END. documents the first week of our London store on Broadwick Street, Soho with an exclusive photo set demonstrating the best-in-class sneaker and street style seen in-store
Last week END. made its London debut with the opening of our biggest flagship store to date - an occasion marked with the reissue of the now-iconic Sean Wotherspoon AM97/1, a London capsule collaboration with Champion and END.'s very own take on a sneaker classic - the adidas Stan Smith.
The store, located at 59 Broadwick Street in the heart of Soho, was designed in partnership with Brinkworth and remains true to the concept of our Glasgow and Newcastle flagships, using a premium material palette of marble, stainless steel, mirror and maple to create large, monolithic landscapes.
Inside the 8,500 sq ft space, luxury designers, streetwear and contemporary fashion span across two floors, with a vast sneaker wall wrapping around the entire corner of a glazed façade. Housing a range of the most noteworthy names in contemporary menswear including Off-White, Acne Studios, Stone Island Shadow Project, Comme des Garcons, Moncler, and more, alongside the titans of sneakers and sportswear Nike and adidas, END. London is menswear’s essential new address in the British Capital.
At first floor level, the main sneaker collection is housed alongside a grooming area, and a launch space with digital screens to display product releases and promotions.
Arriving in statement END. style, the first week of END. London was characterised with a range of hype sneaker reissues, fresh collaborations, and exclusive product drops to introduce END. to the city. Visitors did not disappoint in the style and sneaker stakes, with some of the year's hottest sneaker releases making appearances alongside grail-status garments and apparel from Balenciaga, Off-White, Comme des Garcons and more.