As a fashion content writer, I find END.’s move into its own-label fashion particularly intriguing as it marks a new chapter for the British streetwear retailer. After years of working with established brands and designers, END. now launches END. Label’s first full in-house menswear and womenswear collection.
A New Collection for Modern Wardrobes
According to FashionUnited, has launched its first own-brand collection. Label launches on September 14 online and in the retailer’s UK flagship stores in London, Newcastle, Manchester, and Glasgow, and its European flagship in Milan.
The collection includes ready-to-wear, accessories and jewelry with a focus on versatile wardrobe pieces. As a fashion content writer, I think the collection’s contemporary, easy-to-style identity is achieved with relaxed silhouettes and a monochromatic color palette.
The collection includes leather outerwear, Portuguese organic cotton shirting and jersey, womenswear dresses and tailoring, Italian wool and cashmere blend pieces and sterling silver jewelry. These creations combine everyday functionality with a more sophisticated interpretation of contemporary streetwear.
A New Direction for END.
The launch follows END.’s continued growth and strengthening of its position in the fashion and lifestyle market. The retailer appointed Sebastian Suhl as CEO in May 2025, who had previously worked at Givenchy, Valentino, Marc Jacobs and Trussardi. Later that year, END also named Martin Wieczorek as its first Chief Product Officer to help develop the company’s brand mix, product range and customer experience.
I see END Call it an evolution for the retailer. After 20 years of curating products from a range of designers and brands, creating its own collection enables END. to apply its understanding of the contemporary consumer directly into its products.
A mix of British styling influences, quality materials, relaxed designs and accessible wardrobe essentials, END. Label represents a new opportunity for the retailer to develop a stronger identity of its own in the fashion industry.