After two decades curating rails of pieces from world-renowned brands ranging from Acne Studios to JW Anderson, Salomon and Wales Bonner, fashion retailer End is having a go at designing its own clothes.
On September 14, the brand will launch End Label, its first full own-brand collection of menswear, womenswear and jewellery, which will be available online and at End’s UK stores, including its Soho outpost.
“Honestly, End Label is 20 years in the making,” chief product officer Martin Wieczorek tells Broadsheet. “It’s everything we’ve learnt from two decades of curating how people actually dress – and for us it always comes back to quality and versatility. We really believe that’s what good style rests on.”
Priced from £45 to £490, the collection revolves around relaxed silhouettes and versatile staples designed to be mixed and matched with whatever you’ve already got hanging at home.
“We really think these pieces will just slot straight into their wardrobes,” Wieczorek says. “A lot of [our customers] are cultural mavericks – people who move between style worlds really fluidly, mixing sports heritage, tailoring, scene brands, all into something that’s totally instinctive and personal to them.”
In the menswear collection there’s a unisex soft-lined leather bomber and sand suede overshirt made using Turkish leather, as well as corduroy sets, tartan shirting ,and jersey and waffle-knit basics.
Meanwhile, womenswear includes layered dresses and baby tees, alongside wool and cashmere-blend cardigans and tailored co-ords. There’s also a brushed silver jewellery line.
The accompanying campaign was shot in Newcastle, where End was founded by Christiaan Ashworth and John Parker in 2005, and brings together British figures from fashion, art, music and sport including Climax Books founder Isabella Burley, Glasgow artist Trackie McLeod, Manchester visual artist Alina Akbar, hurdler Marli Jessop and Newcastle jazz group Knats.
The collection won’t be a one-off. Wieczorek says several End Label drops are planned each year. “Watch this space, and come see the collections in store and online.”
End Label launches online and in End stores on September 14.
