How The Biggest Luxury Retailer You’ve Never Heard Of Is Winning Over Gen Z

FLANNELS’ 10,000-square-foot Oxford store in the small university city’s Westgate mall sells Fendi leather caps for $650, stone gray nylon overshirts by Prada for $900, and Balmain distressed biker jeans for $1,500. The store is the British multi-brand luxury retailer’s newest and 43rd location, but it isn’t being browsed by your typical middle-aged luxury consumer. While FLANNELS caters to that shopper, too, today it’s predominantly teenagers in Eastpak backpacks roaming the racks, purchasing OFF-WHITE utility belts, Heron Preston long-sleeve tees, and Gucci Rhyton sneakers after a long day at school. Despite the high price points and the fact it’s a Thursday afternoon, the store is full. Read more at Highsnobiety.