Earlier this year womenswear and lifestyle brand 4th & Reckless opened a very short-term Soho, London pop-up and now it has secured a more durable retail presence as fashion retailer END. Clothing is now a premium stockist.

Having launched in its Glasgow, Newcastle and Milan stores, with London and Manchester set to join the list by the end of the year, the new END. retail spaces are showcasing selected styles from its ‘Fourth Country Club’ autumn/winter athleisure collection.

Including an autumnal palette of forest greens, midnight blues, berry, and warm cream shades, the collection “draws inspiration from 90s sportswear, infused with collegiate branding and country club slogans, creating a distinctive vintage varsity appeal”. 

Soft cottons, elasticated waistbands, and relaxed silhouettes “promise both comfort and style, making this collection a wardrobe staple”, it added.

Store staff will be gifted pieces from the range to wear and promote, leveraging their influence as micro-influencers with strong social followings.

END. joins a roster of retail partners, including Selfridges, ASOS, and Bloomingdale’s, alongside strategic collaborations with Anthropologie, Namshi, The Iconic, Nuuly and Saks.

The brand, which made its London Fashion Week catwalk debut earlier this month, said it’s set to further expand its retail portfolio, with new partnerships to be announced later this year, alongside plans for continued international growth,

Founder Pawan Khosla said: “The END. partnership… marks a significant moment in our premium journey. Alongside our LFW catwalk show, this launch reflects our growth and dedication to timeless, considered fashion and we’re excited to see the response.”

He added, “For the retail space, we have remained true to our brand DNA, embracing a clean and minimalist aesthetic that is instantly recognisable to our customers. With continued strong sales, we’re excited to explore new ways to engage a wider market and elevate the 4th & Reckless shopping experience.”