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USC opens Oxford Street flagship

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.


Readers' comments (3)

  • Which ever way you dress it up, USC is all a bit '90's and is synonymous with many brand that either no longer exist or had former glories. Maybe Shed Seven will play a set?

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  • it may be a bit 90s but its easy to see where USC is going, and I pretty clear to any one who understands the beast that this is the start of a USC / Sports Direct equivalent in the menswear market, brands be aware!

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  • If USC does it's usual of finding it hard to sell at RRP, it will then discount to survive, so invariably the brands it's crowing about will pull out.

    It hasn't got the kudos (or enough of it) to get the best from their brand mix, so I can't see it working at a level which would satisfy the brands concerned in anything other than the short term.

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