Harvey Nichols has revamped the contemporary menswear floor at its Knightsbridge flagship by adding more streetwear to the mix, with an emphasis on US labels.
The 3,175 sq ft department, located on the lower ground floor, has been transformed this week with the introduction of 22 brands. New names include Los Angeles-based Fear of God, New York labels Pyer Moss and VFiles Sport Plus, and Japanese label Mostly Heard Rarely Seen.
These sit alongside the existing offering of more established European brands including APC, CMMN SWDN, Norse Projects, Our Legacy, Marcelo Burlon and Blood Brother.
Harvey Nichols is the sole UK stockist of seven of the new brands: Fear of God, Pyer Moss, VFiles Sport Plus, Mostly Heard Rarely Seen, Los Angeles label Longjourney, and Trapstar Red Line, an exclusive range by London label Trapstar.
It is also the only global stockist of Monica Monroe, which was founded late last year in New York by American restaurateur and celebrity chef Eddie Huang. The collection stocked on harveynichols.com ranges in retail price from £105 for satin jersey shorts to £355 for tiger-print velvet jogging trousers.
The new brands now make up 63% of the total contemporary menswear offer. Harvey Nichols would not say whether some of its existing brands had been moved to other locations or dropped altogether to create space.
Harvey Nichols head of menswear Darren Skey said: “The demand for contemporary streetwear shows no sign of slowing down. US brands, particularly from New York, are becoming more important to the mix with the resurgence in popularity of hip-hop culture.
“Artists like A$AP Rocky, Travi$ Scott and Kanye West have become style icons. Slogan T-shirts, bomber jackets and sweatshirts are some of our best-performing categories across menswear for both our home and international customers.”
To celebrate the brands’ arrival the contemporary floor will host a series of installations and pop-ups from VFiles Sport Plus, Monica Monroe, Trapstar Red Line and Mostly Heard Rarely Seen throughout October.