Flannels, the high-end chain owned by Frasers Group, is strengthening its position as a go-to destination for luxury-focused young consumers with the introduction of its new project, Youth-Phoria. This initiative aims to champion a generation obsessed with ability and ambition by offering a range of art and creative collaborations, exclusive product launches, special events, and youth-supporting activities. While initially focused on the flagship store on Oxford Street in London, Youth-Phoria will also have an impact beyond the capital.
Youth-Phoria embodies the “multi-hyphenate, mega-hustle energy” of Flannels’ youthful audience and explores excellence in fashion, music, and art for the next generation. By tapping into the voices and insights of the UK’s youth culture leaders, the project celebrates entrepreneurship, unconventional journeys, and personal expression. Flannels aims to become a platform for a vibrant exchange of ideas and a playground for new creative collaborations. The retailer aspires to inspire and welcome the next generation of rule-breakers and involve them in shaping the future of the business.
Recognizing that young consumers are driving forces in the luxury market, Youth-Phoria goes beyond product offerings to address their other priorities. As part of this new approach, the flagship store on Oxford Street has been rebranded as Flannels X and will serve as a stage for launching new ideas and collaborations. The store will host special events, creative partnerships, and provide support for young businesses and artists.
During the first 10 weeks of the project, Flannels X will launch a global exclusive collaboration with award-winning MC Kano and CP Company. Kano has extensively reimagined the label’s Metropolis field jacket, which will be available for pre-sale from March 30 at Flannels’ London and Liverpool stores, as well as online. Another exciting collaboration comes from Dior’s Kim Jones, who has designed a bottle, decanter, and monochrome trainers for luxury cognac brand Hennessy XO. These items will be showcased in an exclusive Flannels X pop-up, starting next week. The HNY Low Sneakers, inspired by early basketball shoes and featuring a simple design with a grooved rubber sole and nubuck leather upper imprinted with cognac vines, mark Hennessy XO’s first foray into the sneaker market.
At the core of Flannels X is the newly established Creative Council, comprised of six highly-respected creatives who are making waves in their respective industries. Members include Anita Chhiba, Elgar Johnson, Issac Poleon, Leah Abbott, Raphaelle Moore, and Slawn. Each Creative Council member will present projects that transform the Oxford Street store and other locations into creative playgrounds, showcasing their unique talents and ideas. For example, Slawn will open an arts kiosk at the London store in June.
In addition to focusing on creativity, Flannels acknowledges the importance of doing good and supporting entrepreneurship among the younger generation. The retailer has partnered with luxury platform Heat to launch Inside The Box, a business grant program that offers £10,000 grants to entrepreneurs aged 18-25 who are building digital-first businesses. The grants will be focused on fashion, innovation, and circularity, and will be judged by a committee of industry leaders. The grant program will be accompanied by in-store talks and workshops.
Other upcoming initiatives within Youth-Phoria include a special exhibition titled “The Boys,” featuring work by young artist Corbin Shaw in collaboration with CircleZeroEight and a group of school children from Shaw’s hometown of Sheffield. Stylist Leah Abbott will curate her first fashion pop-up space, where all pieces will be available to rent through Flannels’ Hurr platform. Additional plans include live music events, digital art experiences, and insider talks in the fields of music, art, and fashion.
Flannels is fully embracing the power and influence of the young generation with the launch of Youth-Phoria. By providing a platform for creativity, supporting entrepreneurship, and addressing the broader priorities of young consumers, the retailer is firmly positioning itself as a leader in the luxury market and a destination for the next generation of fashion and art enthusiasts.
Useful links:
– Learn more about Flannels’ Youth-Phoria initiative: https://www.flannels.com/features/youth-phoria
– Explore the exclusive collaboration between Flannels X, Kano, and CP Company: https://www.flannels.com/metropolisxkano
