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Japanese menswear brand The Real McCoy’s gears up for UK retail debut

Cult Japanese menswear brand The Real McCoy’s will open a UK store in Covent Garden in November.

The 270 sq ft store on Henrietta Street will stock the US vintage-inspired brand’s flight jackets, pea coats, sweatshirts, denim and accessories. Retail prices will range from £65 for a T-shirt to £1,600 for a leather jacket.  

The store will be operated by York-based Noverre, The Real McCoy’s European wholesale partner, which also stocks the brand through its premium menswear etail site Superdenim.

The Real McCoy’s has 10 stockists in Europe including 14oz in Berlin, VMC in Zurich and Tenue de Nîmes in Amsterdam. The brand’s forthcoming London shop follows the opening of a store in SoHo, New York in July this year - marking the brand’s first store outside of Japan, where it has 10 shops.

Superdenim owner Lewis Hull said he wanted to capitalise on the rise in demand for the brand: “Sales were slow when we first launched it on our site seven years ago. Few people knew about it but now awareness has grown – and it’s quite addictive once people buy the product. The brand has grown to a point we feel that now is the right time to launch a store [in the UK].

He added: “We want people to be able to touch and feel the product.”

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