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Flannels focuses on next-gen and rebrands Oxford Street flagship as Flannels X

Tom Shearsmith
22 March 2023

Flannels is set to rebrand its Oxford Street flagship location, focusing its efforts on the next-generation consumer. The store, set to be renamed Flannels X, will form a new part of Frasers unrivalled physical retail portfolio.

The store will serve an ever-evolving cultural playground of pop-ups, gigs, exhibitions and exclusive brand experiences. It will also continue to stock a wide range of brands that are popular among the target demographic, such as Alpha Industries, Canada Goose, Fear of God, Fendi, Moschino, Naked Wolfe, Nike, and Stone Island.

The Oxford Street flagship store first opened in 2019 at an estimated of £10 million. The 18,000 sq ft four-storey luxury mecca, located at the junction of Oxford Street and Poland Street, was three years in the making, with the retailer seeking to create a perfect showcase of the luxury brands it sold.

Coinciding with the store announcement, Flannels has unveiled a "Youth-Phoria" campaign - a creative scheme built to champion a generation obsessed with ability and ambition. Mirroring Flannels’ young audience "mega-hustle energy", the ambitious project aims to examine and promote next-generation excellence across fashion, music and art.

The basement space at the flagship store will be transformed into a new event space, set to host to "some of the world's hottest talent" - from artists and musicians to designers and tastemakers. Flannels said it will announce upcoming events shortly.

The Oxford Street store stage will then broadcast events across the Flannels estate to other retail locations.

Flannels X basement space, Oxford Street flagship

Flannels X basement space, Oxford Street flagship

According to the brand, the new store defines a new blueprint in store concepts, with the concept potentially being rolled out to other (or new locations) in the future.

To celebrate the launch, Flannels X has seen a range of new activations and product launches:

Dior // Flannels X


Dior Artistic Director Kim Jones has designed a bottle, decanter and pair of monochrome trainers for Hennessy, which will come to life in an exclusive pop-up within Flannels X.

Titled the Hennessy X.O x Kim Jones collection, the trio of pieces aim to blend "cognac and couture" and are the first in the Hennessy X.O Masterpiece series to be created by a fashion designer. The HNY Low Sneakers are also the first trainers ever created for the drinks brand.

Informed by early basketball shoes, the trainers have a simple design with a grooved rubber sole, imprinted with cognac vines on its base, and a nubuck leather upper. Jones wanted to create a monochrome look, with brown sole and laces and a cognac-toned upper that creates a trainer that nods towards both the cognac itself and the bottle.

Speaking about the new product, Jones said: "I wanted it to be elevated and chic, to reflect both the long heritage of cognac and my own design values. I wanted it to feel like you're almost looking into the bottle. It's a glass of cognac in sneaker form."


Award-winning MC Kano has unveiled a limited-edition collaboration with C.P. Company, exclusively for Flannels. C.P.’s signature ‘Metropolis’ field jacket is reimagined by the musician, whose design approach takes huge inspiration from the mixing desk - captured within the bias binding of the jacket, developed from the board tapes of Kano’s original studio sessions and featuring his handwriting.

The partnership will be amplified by a campaign documenting Kano’s historic move in music, as well as a night event in the Flannels X basement.

Kano x C.P. Company becomes available for pre-sale on 30 March, available in London’s Flannels X, Flannels Liverpool and online.

Art Kiosk from Slawn

Art Kiosk from Slawn

Art Kiosk from Slawn

Slawn, described by Hypebeast as "one of the most electrifying personalities in culture" will take over Flannels X store in a one-of-a-kind art event. Curated by Slawn himself, the Art Kiosk will feature work by Slawn and his friends and collaborators - an art sale fused with live performance, designed to surprise.

Mystery Box HEAT

Joe Wilkinson and Mario Maher, Founders of mystery box HEAT, have partnered with Flannels X to launch Inside The Box, a series designed to give back to budding young entrepreneurs (between 18-25) behind new, digital-first businesses.

Inside The Box will see £10,000 grants awarded to three young businesses across three key pillars: Fashion, Innovation and Circularity. Wilkinson and Maher will assemble a selection committee of industry leaders who will define the winners - the panel will also deliver a series of in-store talks and workshops in the Flannels X basement, each with a view to demystifying the industry and sharing non-conformist, inspiring success stories.

Rental pop-up

Stylist Leah Abbott, who counts Stormzy and Kali Uchis amongst her client roster, will curate her first-ever fashion pop-up space at Flannels X. Celebrating Flannels Rental, powered by HURR, Abbott will curate a conscious and desirable edit through the lens of "New Luxury". This pop-up will launch next month.

Read more about how Flannels is driving "Youth-Phoria" with its new business focus.

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