The British retailer and the Danish label launch a gender-neutral capsule on 9 October, one of the first collections carried through from start to finish under Liam Hodges, recently appointed at Samsøe Samsøe.
END., a retailer founded in 2005 in Newcastle upon Tyne, and Samsøe Samsøe, a Copenhagen label whose history dates back to 1993, are presenting a 24-piece collection for men, women and unisex. It will be available in END. stores and on endclothing.com from 9 October 2026. END. describes itself as a benchmark of contemporary culture, with five physical stores and collaborations with more than 200 brands.
A calendar that matters
The capsule is one of the first collections developed from start to finish under Liam Hodges, recently appointed Head of Menswear, and Marly Roosen, long-standing Head of Womenswear. It gives a first indication of what this team does with the brand’s signatures. In the press release, Liam Hodges explains that working with END. offered “the opportunity to take a fresh look at Samsøe Samsøe’s creative language”.
Knit, denim, leather
Knitwear, denim and leather carry the collection, in a palette of neutral and dark tones: monochromes, olive and plum. It runs from relaxed tailoring to outerwear, taking in textured knits, leather and footwear. The proportions and silhouettes are announced as renewed, without further detail.
Two cities, one garment exchanged
The campaign, photographed by Luca Strano, translates the idea of a shared wardrobe literally. Two people, one in Copenhagen, the other in London, each wear every garment in duplicate, then swap them in front of the camera.
The subject belongs to the accessible contemporary wardrobe rather than to luxury in the strict sense: Samsøe Samsøe itself describes its fashion as minimalist, affordable and accessible. It is on that scale that it should be read. The interest lies in the method, a retailer co-signing the design of a capsule with a label, and in an idea of a genderless wardrobe carried through to the setup of the campaign.
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