Avirex celebrates UK relaunch with pop-up store in London’s Boxpark

US outerwear and apparel brand Avirex has just launched a two-month pop-up shop at London’s Boxpark in Shoreditch, under the stewardship of JD Group-owned distribution firm Focus Brands.

Focus acquired a five-year UK and European license for Avirex in April 2022, and has also just launched a new EU website.

The collection currently available includes leather jackets, t-shirts, hoodies and sweatshirts. Prices start at £50 for Tees and go up to £1,400 for leather jackets.

Alongside the new season pieces, both the website and the pop-up store are stocking vintage Avirex pieces from the 80s, 90s and 00s.

Jennie Bianco, Head of Marketing at Focus Brands, said: “Avirex hasn’t lost the iconic status it upheld in the 90s and 00s and following the brand’s relaunch in the US for AW21 it also saw a rise in demand from the UK customer too. In addition, with the rise in slow fashion Avirex’s high quality pieces are perfect for the more conscious consumer looking to make a long-term investment with their fashion purchases.”

There are also plans underway to relaunch the brand at wholesale in the UK and Europe. Focus Brands recently showed the SS23 collection at the Welcome Edition trade show in Paris and will also be at Seek in Berlin from 7-9 July 2022.

Established in 1975, Avirex has its roots in the US military and is most famous for its iconic ‘Maverick’ leather flight jacket, with graphic badging on jackets being very much part of the brand’s DNA.

Often sought after by musicians and celebrities, Avirex jackets have been seen on the likes of Ludacris, Nas, Snoop Dogg, Rihanna, and most recently English rapper Little Simz wore a jacket for her performance at Glastonbury Festival 2022 and American rapper Jack Harlow also wore while performing on his US 2022 tour.