Contemporary men’s and women’s workwear-inspired fashion brand MC Overalls is opening a store at 14a Newburgh Street on Carnaby Street in London.
Until recently the unit was home to menswear brand Baracuta’s 600 sq ft UK flagship. However, as reported by Drapers last week, Baracuta has closed its store after just over two years.
The new MC Overalls store forms part of the brand’s investment in its direct-to-consumer offering. It is expected to open within the next five weeks.
It is operating a pop-up on 43 Carnaby Street ahead of the launch, after running a pop-up on nearby Dean Street earlier this year.
General manager Bryan York told Drapers that the Dean Street pop-up “helped us land our London presence and gave us the confidence to go to retail and really prove ourselves”.
He added: ”The idea of relying on only selling wholesale to grow the brand was a risk we did not want to take, so [we] have decided to invest much more time and money in facing our consumers directly and showing them what we are about, and in turn build that confidence to the buyers that we are a brand that is here to stay and grow.
”Once the Newburgh Street store opens, and we have a real solid bricks-and-mortar home to call our own, I see the brand growing hugely. We are working on some very exciting collaborations that focus outside of the usual collaborations flooding the market at the moment.”
MC Overalls was founded in 1908, and relaunched earlier this year. It unveiled its online store in the summer.