YouTube’s Sidemen open first clothing store

YouTube’s The Sidemen have begun their first venture into physical retail with the launch of their first clothing store.

The group of YouTubers, whose channel boasts over 18 million subscribers, have opened the store in a 6,000 sq ft space at Kent’s Bluewater shopping centre.

The opening follows the group’s venture into the food and beverage market, with its fried chicken concept, Sides, operating at Boxpark Wembley and through dozens of delivery sites nationwide.

The Bluewater store sits on the scheme’s Upper Rose Gallery, next to Apricot.

James Waugh, centre director at Bluewater, said: “With the ever-changing landscape of physical retail, it is important for us as industry leaders to bring digital-first brands to the centre and ensure our guest experience evolves and is enhanced.

 “The Sidemen shop really is something quite special and we’re in no doubt that the in-store experience will be a massive draw, not just to Sidemen fans living locally, but further afield too.”

Matt Peters, managing director of Sidemen Clothing, added: “The Sidemen are undeniably pioneers in the rising world of creator-led brands and this is another huge moment which further cements that. The Sidemen and team at Sidemen Clothing are incredibly excited for the launch of our first-ever store at Bluewater. I’m looking forward to seeing the brand evolve in the retail space and create a closer connection to the Sidemen fans.”