​Copenhagen-based menswear label NN.07 has just opened its first UK store with its arrival in London’s Covent Garden. The opening follows the opening of a flagship store in SoHo, NYC, last month.

The brand was founded in 2007 with the launch product being a pair of chinos and the ongoing focus remains on “quality menswear for everyday use”.

CEO Anders Rahr said “the interest and buzz around our brand in the UK is remarkable” with it already being available in key department stores Liberty, Harrods, and Harvey Nichols, as well as via END. and Mr Porter.

He added that opening a London flagship “is a step in our vision to establish NN.07 in iconic cities globally, where the growing interest in our brand has created an opportunity for us to carefully select locations and partners that resonate with our vision and values”.

The new store is on Earlham Street and the NYC store is at 276 Lafayette.

The brand has been building momentum in recent periods with last year’s appearance by Jeremy Allen White in NN.07’s Gael jacket in TV-series The Bear having focused a lot of attention on it.

Major collabs with brands like Timex and Sebago and its participation in the latest Throwing Fits + Mr Porter capsule also helped.

Other third-party stockists for the label globally include Nordstrom, Saks Fifth Avenue, Bloomingdale’s, Fred Segal, Le Printemps, La Samaritaine, Le Bon Marché, Merci Paris and more.