USC is putting the finishing touches to its new store at the Plaza, on London’s Oxford Street.
The 17,363 sq ft flagship will open on June 17, in time for the young fashion chain’s 25-year anniversary. Its first store opened in Edinburgh in 1989 and there are now 70 stores across the UK.
Drapers first broke the news back in June 2013. Owner Sports Direct previously occupied the space, before it moved last month into a 60,000 sq ft store further along Oxford Street, opposite Marks & Spencer’s Pantheon store.
The new shop will offer a mix of premium denim, urban fashion and branded footwear. Labels will include G-Star Raw, Lacoste, Levi’s, Replay, Weekend Offender, Pretty Green, Vans, Puma, Converse, William Rast, Religion and Henri Lloyd.
G-Star Raw, Lacoste and Replay have produced exclusive items for the launch.
The shop floor has been divided into three categories - denim, branded footwear and ‘collection’.
The denim area will use industrial materials including stainless steel and bricked walls. Meat hooks will showcase premium denim pieces by brand and fit. Denim and footwear experts will be available for advice.
The branded footwear area runs across the entire floor leading towards the footwear focus wall, which features customised branded footwear wall fixtures, the focal point of which are brands such as Converse, Vans, Puma and K-Swiss.
The collection area is designed with a more “aspirational” approach, USC said. Weekend Offender, Pretty Green and Fred Perry will be stocked here alongside accessories.