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Denim label 7 For All Mankind to open first UK standalone

US premium denim brand 7 For All Mankind is to make its UK retail debut with a standalone store in west London.

The brand, which is owned by Italian brand house VF Corporation and has premium womenswear and menswear retailer Joseph as its UK sales agent, will open a 1,070 sq ft store at 228 Westbourne Grove in Notting Hill in the autumn. The opening date has yet to be confirmed but is expected to coincide with London Fashion Week and 7 For All Mankind’s 10th anniversary in the second half of September.

The brand has about 100 UK stockists, not including about 25 Joseph stores. It also has concessions in department stores Harvey Nichols, Harrods, Selfridges, House of Fraser and John Lewis.

7 For All Mankind was the original premium Los Angeles denim brand. It launched in 2000 and paved the way for a flurry of US denim brands selling jeans at £150 and above. It moved into retail in 2008 with the opening of a 3,500 sq ft standalone store on West Broadway in New York. The London store will be its fifth in Europe, after Milan, Paris, Berlin and Antwerp.

According to sources, 7 For All Mankind originally set its sights on a Chelsea location. However, it had trouble finding a vacant property and was forced to look further afield.

7 For All Mankind is the latest in a string of clothing brands to launch retail operations. Earlier this month, streetwear brand Fly53 said it would open 26 UK stores over the next three years and young fashion footwear brand Fly London secured premises for its first UK standalone in London’s Covent Garden.

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