Stance launches first store outside of the US
The Mercers’ Company has announced that fast growing “premium basic” apparel brand, Stance, has officially opened their first bricks and mortar store outside of the US, in Covent Garden.
The 2,044 sq ft store, located at 3 Neal Street, spans two floors, with the ground floor level showcasing the brand’s range of popular products including socks, underwear and the launch of their duel-gender t-shirt range. The basement level will be transformed into a gallery and event space, due to open in early 2019. Designed by an in-house team, the store interior includes core brand elements including artwork created by global Punks & Poets – Stance’s athlete and ambassador community.
Shadé Fadiora, The Mercers’ Company Asset Manager said:“It’s fantastic to see such a buzz around the hotly anticipated launch of Stance. This prime location on Neal Street, right in the heart of Covent Garden, is perfect for the leading US brand to launch their debut UK store and we are confident they will be a popular addition to the overall collection of trendy retailers on Neal Street.”
Rich Philip, Director of Marketing at Stance Europe comments: “Opening our first flagship store in Europe has been a huge adventure and we are thrilled to finally bring Stance to a whole new customer base in the UK. It’s already clear that we made the right decision choosing Neal Street in Covent Garden for our debut location, and are excited for where this opportunity will take our brand.”
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For further information, please contact Amy Cassidy and Yasemin Kiani at Aver via: amycassidy@aver.uk.com or yaseminkiani@aver.uk.com
Notes to Editors
About The Mercers’ Company
The Mercers’ Company is a nearly 700 year old City of London Livery Company and is first in the order of precedence. The Company, and its associated charitable trusts, make substantial grants to support young people, education, older people, churches and communities, predominantly funded through a large property portfolio, located in the City of London, and in Covent Garden in the West End of London, including a Joint Venture with Shaftesbury PLC for St Martins Courtyard.
A network of almshouses and other homes for the elderly are also managed by the charitable trusts associated with the Company. The Company is involved with the running of 16 schools across the country and supports them primarily through the appointment of governors.
About Stance
Embracing “The Uncommon Thread” as its mantra, Stance took one of the world’s most boring apparel categories and turned it into one of the most exciting in just a few short years. Stance’s founders saw a category that had been ignored, taken for granted, and dismissed. By breathing life into something that had been overlooked, Stance ignited a movement of self-expression and innovation that has now extended into its men’s underwear, women’s intimates, and dual-gender t-shirt collections. Stance’s complete offering of superior basics serve as canvases for self-expression, and can now be found in over 60 countries on those who are comfortable being uncommon.
The backstory
As people began taking notice of how Stance was turning the sock category on its head through art and design on the fashion side, the company’s relentless focus on innovation and material science began to earn it major recognition in the performance and sports worlds as well. Stance’s eight-year journey is marked with impressive milestones and multiple firsts for any brand, regardless of industry.
On the fashion and lifestyle side, Stance has released an impressive list of projects and collaborations, including having Rihanna as a contributing creative director, and collaborations with brands like Maharishi, Neighborhood Japan, Libertine, New Balance, and Modernica. Additionally, projects with legendary cultural influences like Mark Gonzalez, TDE, and artists like Kevin Lyons and Mister Cartoon, provide a glimpse into the work that has made the brand a go-to choice for original thinkers and creatives.
On the performance and sports side, Stance was the first brand to have its logo appear on any piece of the NBA’s official uniform. It was named the league’s on-court sock for the 2015 and 2016 seasons, and was worn in every game by every player in the league for those two seasons, and is still designated as the official casual sock of the NBA. A year after Stance made its mark in the NBA, the brand was chosen as the official sock of Major League Baseball, and is currently worn on-field by every team in MLB.
Throughout its eight years, and because of its uncommon approach, the company has drawn an iconic group of personalities to its roster of ‘Punks & Poets,’ including RunDem founder, Charlie Dark, NBA legends and future legends Allen Iverson, Dwyane Wade and James Harden, two-time Masters Champion Bubba Watson, world-renowned mountaineer and photographer Jimmy Chin, back-to-back World Surf League Champion John John Florence, Transworld Rider of the Year Louif Paradis, and US track-and-field pioneer Lauren Fleshman.
To learn more about Stance, visit www.stance.com, or follow @stanceeurope on Instagram or @stance on Facebook.