Menswearists will need no introduction to the store End – the Newcastle based bricks and mortar retailer and hugely successful global e-tailer. Most are familiar with the website, but unless you live in Newcastle and have been to the shop, or have travelled to Newcastle and been to the shop, you won’t have been to the shop. Basically what I’m saying is, if you haven’t been to the shop, you won’t have been to the shop. Anyway, I travelled to Newcastle and went to the shop.

I should say ‘shops’. They’ve got two, tucked down Highbridge street – a tiny ‘hipster’ vein, within the city’s T K Maxx and Phones 4 U bloated heart.  But the thing is, they really are tiny. A small sneaker store and a modest main premises. And all the interesting stuff you see online – Needles, EG, OrSlow, Junya, VISVIM etc… – isn’t there. They keep the more accessible streetwear in the shop, because, I was told, that’s what sells. The rest of it lives in a nearby warehouse. So expect, Our Legacy, Norse Projects, Common Projects, Comme des Garcons PLAY, AMI and Folk if you visit.

I kind of expected a bit more from one of the mightiest menswear e-tailers on the planet. But it sounds as though my first visit to End was a bit previous. They’re about to offer much more to fans of the physical buying experience. Come June, End is moving to a huge premises. A four story, beast of a store. Right in the heart of Newcastle. Opposite Mcdonald’s.