On July 1st, End Clothing introduced its in-house brand, E by End, marking a significant step in its retail offerings.
- The brand’s debut collection is a collaborative effort with celebrated American brands such as Levi’s, Champion, and New Era.
- The 26-piece collection includes a variety of garments and accessories, designed to cater to diverse style preferences.
- Key pieces feature exclusive elements like the Levi’s ‘type II’ trucker jacket and signature denim jeans.
- E by End also introduces lifestyle products, adding a dynamic range of items beyond apparel.
End Clothing has made a strategic move by launching its in-house brand, E by End, on July 1st. This launch signifies the retailer’s ambition to diversify its offerings and enhance its presence in the fashion industry. The brand is designed to be co-curated with other brands, offering a symbiotic relationship that could draw more fashion enthusiasts.
Collaborations are a central theme in the E by End brand. The debut collection was crafted in collaboration with three iconic American brands: Levi’s, Champion, and New Era. This partnership infuses the collection with authenticity and style credibility, presenting a blend of trendy and timeless pieces.
The collection boasts 26 pieces, featuring a well-curated mix of apparel such as hoodies, sweatshirts, T-shirts, and sweatpants. These pieces are marked with distinctive branding, including a cursive ‘E’ symbol developed with Champion. The brand has also reinvented Levi’s iconic ‘type II’ trucker jacket and 568 ‘stay loose’ jeans, available in a unique baby blue denim exclusive to End Clothing.
Accessories receive equal attention in the E by End collection. The range of caps and beanies created by New Era are designed in color schemes exclusive to End Clothing, offering uniqueness and limited availability. This aligns with the brand’s goal to create exclusive and desirable fashion pieces.
Beyond clothing and accessories, E by End extends its range to lifestyle products. Brand-specific water bottles by Nalgene and trainer cleaning equipment add another layer of practical yet stylish items to the collection. These additions not only reveal an understanding of customer needs but also enhance the brand’s lifestyle appeal.
Retail pricing within the collection varies, starting at £55 for a cotton T-shirt with the ‘E’ logo, up to £205 for the Levi’s trucker jacket featuring an embossed ‘E’ logo. This broad price spectrum ensures that the collection is accessible to a wider audience, without compromising on style or quality.
In terms of leadership, End Clothing is also experiencing changes. Lea Cranfield, the current chief buying and merchandising officer, will be departing in August. Terry Betts, formerly with Threads, will step in as interim chief buying and business development officer, overseeing the transition while a permanent successor is sought.
The launch of E by End illustrates End Clothing’s strategic innovation and commitment to style and inclusivity.
