Luxury retail space FLANNELS celebrates the mega-hustle, multi-hyphenate energy of youth culture, unveiling the Youth-Phoria project.

Since its inception in 1976, FLANNELS has become a pioneering high-fashion retail space, shelving ready-to-wear garments from international powerhouses and cult-followed brands. The racks of clothes adorning their 50 shops speak to a new luxury market: one adopted by a more youthful clientele. Realising this, the nationwide store announced its Youth-Phoria project this week, celebrating the next generation of ambitious creatives.


As part of the plans, FLANNELS will rebrand their Oxford Street flagship, now naming it FLANNELS X. The retail experience will become a playground for creative collaboration, where visitors can vibrantly exchange budding ideas. Simultaneously inspiring the next generation of rule-breakers, the bold commitment to youth culture comes at a time when fashion often overlooks the power and influence young audiences have on the industry.

At the heart of the Youth-Phoria project will be The Creative Council: a polymath of industry leaders who are uniquely shaping their respective fields. The six highly respected members include 22-year-old artist Slawn, who’s become synonymous with global youth culture, thanks to his Motherlan skate team and Skepta-cosigned canvases. Exclusive clothing collaborations, business grants and in-store pop-ups are just a few things to be excited about regarding the project and new retail space.


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