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Luxury streetwear and sportswear retailer END is launching its first-ever own label for AW26 on 14 September 2026.
The debut END Label collection features a unisex premium leather bomber jacket and sand suede overshirt, with the menswear offering including jersey and waffle-knit T-shirts and hoodies, cotton and corduroy co-ordinated sets, and tartan zip-up and button-down cotton shirting – all cut from Portuguese organic cotton.
Womenswear has layered dresses, high-neck, long-sleeved T-shirts, Italian wool and cashmere-blend crew-neck cardigans and a wool-blend tailored co-ordinated set. Completing the offering is a brushed sterling silver jewellery collection.
Throughout the collection, interpretations of the END logo appear as embroidered and printed monograms, bringing a graphic signature to the pared-back collection.
Sebastian Suhl, CEO of END, said: “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.”
Shot in Newcastle, the city where END was founded, an accompanying campaign features a cast of British talent “embodying the same grit, determination and creativity that inform the collection”.
The cast includes founder of Climax Books, Isabella Burley, Glasgow artist Trackie McLeod, visual artist Alina Akbar, sprint hurdler Marli Jessop, and members of Newcastle-based hip-hop group Knats.
In early July 2024, END. launched a co-curated and co-branded capsule collection, called E. by END., featuring collaborations with “category-defining brands” including Levi’s, Champion, New Era, Subu, Nalgene and Sneaker ER. But this is the first time the retailer has put together a fully in-house designed collection.
From 14 September, the collection will be available in END’s flagship stores in Newcastle, London, Manchester, Glasgow and Milan.