// Flannels set to rebrand its Oxford Street flagship store as Flannels X
// The luxury retailer wants to build a generation “obsessed with ability and ambition”
Flannels will rebrand its Oxford Street flagship store as Flannels X, as it focuses on the next-generation consumer.
This marks one of a number of initiatives launched by the retailer to build a generation “obsessed with ability and ambition”.
The rebranded Flannels X store is set to see a number of events and exclusive product launches.
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The new project, Youth-Phoria, examines next-generation excellence across fashion, music, and art, harnessing the uncensored voices of the UK’s youth culture leaders.
Flannels aims to “double-down on the business’ commitment to youth culture” – not only inspiring the next generation but also welcoming them into the business to shape its next chapter through activations, conversations and a tailored retail environment.
A newly-founded Creative Council sits at the heart of the new Youth-Phoria project.
The council features six “highly-respected” polymath creatives, each shaping various spaces and industries. Each member of the council will work with Flannels until the summer to curate an event at the Flannels X flagship store and launch a distinctive “creative playground”.
The Council is formed of: Anita Chhiba; founder of community platform Diet Paratha, Elgar Johnson; Founder and Editor-in-chief of CircleZeroEight, Issac Poleon; Hair stylist and beauty industry disruptor, Leah Abbott; fashion and celebrity stylist, Raphaelle Moore; Head of Projects at Fashion East, and star of the UK’s art scene, Slawn.
