Have you made it to the End?

How a Newcastle clothes shop became Britain’s hippest fashion retailer

In just 15 years, End Clothing has gone from provincial boutique to preeminent one-stop online store for everything crucial in this new gamut of menswear. From G-Shock to Gucci, A Bathing Ape to Burberry, Timex to Thom Browne, its high-low formula works. Founders John Parker and Christiaan Ashworth launched it with £20,000, and this year’s plan had been to reach annual revenue of £285m. End foresaw how young people would dress and buy, and how brands would embrace this erudite consumer. End understands the role of bricks and mortar, too. In 2018, its flagship opened in London’s Soho, where queues snake around the corner when big drops hit. It’s not the only place you can get cool clothes, shoes and accessories — but it is the only place you can get all the good stuff, under one roof. Sorted.