The Evolution of a Brand...

 

Front Up is a British, rugby-inspired fashion label for men backed by England Rugby International, James Haskell and a team of experienced retailers. The range is made up of heritage-inspired t-shirts, polos, shirts, hoodies and accessories - all finished with a soft-wash creating a luxury feel and a fashion fit. As the brand grows over coming seasons the range will expand to offer a full menswear offering.

 

It all started in 2008 when Jon Allen, the founder of Front Up, saw a gap in the market for for a youthful, fashionable, rugby-inspired clothing brand. Jon decided to get to work and created the brand "Front Up." Initially the business was based in the glamourous surroundings of Jon's back bedroom, but we've recently moved Front Up HQ to a brand new office with stock & order management now outsourced to a dedicated fulfilment company.

 

Front Up has grown into one of the UK's leading and most respected rugby-inspired, fashion-labels. Winning key accounts such as the official merchandiser for Middlesex Charity Sevens, concessions with Debenhams and most recently embarking upon a store opening strategy.

 

Front Up Rugby Polo ShirtsFront Up Rugby New Zealand Winners Polo Front Up Rugby Limited Edition t shirts Front Up Rugby Japan Polo
 

 

In true Front Up fashion we decided our first foray into the High Street should be done with a bit of a bang…so we launched our first ever pop up slap bang in the middle of Covent Garden!

 

It was a huge success. Customers loved the store, as did the media! (cue the smug faces at Front Up HQ)

 

Sadly our Covent Garden adventure was only for a short spell but on the back of this we’ve spread our wings a little further! We now have outlets at the Westfield Centre, Stratford City, London, Bluewater, High Cross Shopping Centre in Leicester, Cabbots Circus in Bristol and most recently St David's Shopping Centre, Cardiff.

 

Not bad for a brand that started in Jon’s back bedroom!

 

Watch this space as the Front Up Brand continues to evolve. We're really excited about the future and would love you to come on this journey with us! As our motto here at Front Up goes….No Guts, No Glory.