Opening in East London, Where Fashion Meets Culture
FULLCOUNT is proud to announce the opening of FULLCOUNT LONDON STORE, the brand's first official store outside Japan, on June 18, 2026, in East London.
In recent years, FULLCOUNT has continued to earn international recognition as one of Japan's leading premium denim brands. Demand for the brand has grown steadily across Europe, particularly in London, and the opening of the London store marks an important step in meeting the expectations of customers who have long supported FULLCOUNT from abroad.
The store is operated by a local team in partnership with SON OF A STAG, the renowned London retailer with whom FULLCOUNT has built a trusted relationship over many years. Alongside FULLCOUNT's signature collection and seasonal releases, the store will also offer exclusive products available only at the London location.
While we look forward to welcoming customers seeking our London-exclusive products, our goal is to create a store where visitors can experience the authentic spirit of FULLCOUNT—a philosophy that has remained unchanged since the brand was founded in 1993.
Located on Commercial Street in East London, the store sits in one of the city's most vibrant fashion districts. Unlike traditional luxury shopping areas, this neighborhood is known for its unique mix of streetwear, designer fashion, vintage stores, and independent boutiques, making it one of London's most culturally rich destinations.
The area attracts a diverse creative community, where vintage shops, emerging designers, and concept stores coexist. Opening our first overseas store in this neighborhood reflects the values and identity that define FULLCOUNT today.
As FULLCOUNT's first official overseas location, FULLCOUNT LONDON STORE will serve as a new base for introducing the brand to customers across Europe and beyond while further strengthening global recognition of the FULLCOUNT name.
This London store represents the first step in our international retail expansion. Looking ahead, we plan to explore additional FULLCOUNT STORE locations around the world as we continue to shape the next chapter of the brand.
Opening Message from FULLCOUNT Founder & President, Mikiharu Tsujita
It is with great pleasure that we announce the opening of our long-awaited FULLCOUNT LONDON STORE in London, United Kingdom.
I have visited London many times since the late 1990s. Back then, the Brick Lane area was very different from the internationally celebrated cultural destination it is today. It still retained much of its identity as a traditional working-class neighborhood. At the same time, however, it had begun attracting young people fascinated by vintage clothing, records, and authentic heritage culture, creating a unique creative energy that was unlike anywhere else.
My connection to this area began because the office of Duffer of St George, one of our business partners at the time, was located here. Since then, I have watched Brick Lane evolve with every visit, while quietly holding onto one dream—to one day fly the FULLCOUNT flag in this neighborhood.
Our new store is located just a short walk from the historic Old Truman Brewery, one of London's iconic landmarks. Once one of the city's largest breweries, the site has since been transformed into a thriving cultural destination filled with markets, galleries, restaurants, and creative spaces that attract visitors from around the world.
This project would not have been possible without SON OF A STAG, who have spent nearly 15 years promoting Japanese-made denim and heritage craftsmanship from their Brick Lane store. Today, they have become one of the most influential voices in premium Japanese denim not only in London but throughout Europe. This new chapter has been made possible through our long-standing friendship, mutual trust, and their invaluable support.
Since our founding in 1993, FULLCOUNT has remained dedicated to Japanese craftsmanship and the uncompromising quality of Japanese-made denim. Opening our London store is far more than simply expanding overseas—it represents a new platform for sharing the value of Japanese craftsmanship and vintage denim culture with the world.
It is a tremendous honor to realize a dream that we have held for many years. I would like to express my heartfelt gratitude to all of our business partners, friends, and customers around the world whose support has made this milestone possible.
FULLCOUNT will continue to embrace new challenges as we share the spirit of Japanese craftsmanship and the enduring appeal of denim culture with people across the globe.
FULLCOUNT LONDON STORE
Address: 38 Toynbee St, London E1 7NE, United Kingdom
Website: http://fullcount.co.uk
Instagram: http://www.instagram.com/fullcount_london