LONDON — The British retailer Whistles will open its first dedicated men’s wear store in East London on March 24.

Situated on 11 Boundary Street in Shoreditch, the 500-square-foot store will carry spring 2016 ready-to-wear including footwear and accessories. In addition, the store will stock an exclusive collaboration with the Japanese accessories and footwear brand Buddy, which includes a limited-edition collection of bags, sneakers and wallets.

The brand launched its men’s wear line in 2014 then hosted a pop-up men’s shop the following year in East London.

This is the first initiative for the brand in terms of expanding into men’s wear. “Shoreditch has grown into a key shopping destination for men,” Jane Shepherdson told WWD. “It’s a hive of activity and after the success of our pop shop in the area cemented that this was the place where we wanted to be.”

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