End. launches first own-brand collection

British streetwear retailer End. is launching End. Label, its first full own-brand menswear and womenswear collection, as it looks to build on its positioning as a fashion and lifestyle platform.

Launching September 14 online and across End.’s UK flagship stores in London, Newcastle, Manchester and Glasgow, as well as its European flagship in Milan, the collection spans ready-to-wear, accessories and jewellery.

End. Label focuses on versatile wardrobe staples, with relaxed silhouettes and a monochromatic palette, seen across a range spanning leather outerwear, Portuguese organic cotton shirting and jersey, womenswear dresses and tailoring, alongside Italian wool and cashmere-blend pieces and sterling silver jewellery.

The launch follows a period of strategic change for the Newcastle-born retailer, which in May 2025, appointed Sebastian Suhl as CEO, succeeding Parker Gunderson. Suhl previously held senior leadership roles at Givenchy, Valentino, Marc Jacobs and Trussardi.

In the following November, End. also named Martin Wieczorek as its first chief product officer, a newly created role following his work as a consultant with the retailer. Upon appoinment he was tasked with evolving the brand mix, product offering and customer experience.

The retailer’s move into own-brand product comes as it seeks its next phase of growth following financial difficulties and a recapitalisation led by private equity firm Apollo in 2024.

Suhl commented: “The launch of End. Label felt like a natural evolution for us after 20 years of curating brands, designers and products. and understanding our core consumers’ wants and needs. End. is a brand uniquely positioned between fashion discovery and expression, British cultural styling codes and contemporary lifestyle.

"This collection offers our consumers high quality yet accessibly priced wardrobe solutions informed by our ethos and a real understanding of how people who operate at this convergence want to dress today.”