Urban Outfitters own brand iets frans to open first shop on Carnaby Street

Urban Outfitters unisex own brand iets frans – which launched in 2017 – is opening its first standalone shop at 44 Carnaby Street tomorrow, 21 October, 2020.

Set over two floors, the store will sell the brand’s “elevated sportswear basics” – with a focus on over-sized sweats, hoodies, joggers, bucket hats and even face masks. Bold colours and tie-dye fabrics are key, as is colour-blocking.

The store will also offer bespoke customisation as well as housing exclusive iets frans product drops in a variety of colourways and prints. Prices go from £20 to £100.

Urban Outfitters Managing Director, Emma Wisden, said: “We will be focusing our efforts on expanding the collection starting now, and through 2021, to offer updated colourways and technical fabrications with a few exciting projects along the way.

“Wholesale relationships are also being explored to open iets frans up to a bigger and more global audience.”

Retail Director at London landlord Shaftesbury, Samantha Bain-Mollison, commented: “We are delighted that iets frans has chosen Carnaby for its first ever standalone store.

“It is a great fit for the Carnaby customer with on trend product at great price points. This is another positive retail opening for Carnaby following the opening of the Rolling Stones flagship, the first Wax London store and the upsized new Adidas store.”