FULLCOUNT London Store

The First FULLCOUNT Store Outside Japan

In the heart of East London, the FULLCOUNT London store offers a personal and immersive way to experience one of the world’s most respected Japanese denim brands.

Each appointment offers the opportunity to discover the craftsmanship, fabrics, fits, and philosophy that have defined FULLCOUNT since 1993. Alongside the full collection, the London store will also feature exclusive products and limited-edition releases available only at this location, making it a unique destination for denim enthusiasts and collectors alike.

More than a retail space, FULLCOUNT London represents a landmark chapter in the brand’s history, bringing authentic Japanese craftsmanship, exceptional denim, and a highly personal shopping experience to London.

The FULLCOUNT Journey

Founded in Osaka in 1993, FULLCOUNT is recognised as one of the founding brands of Japan’s world-renowned denim movement and remains one of the most respected names in Japanese selvedge denim today.

Built on an uncompromising commitment to authenticity, quality, and comfort, FULLCOUNT has spent more than three decades perfecting garments that honour the traditions of vintage American workwear while showcasing the precision and craftsmanship of Japanese manufacturing.

At the heart of the brand is its long-standing use of Zimbabwe cotton, valued for its exceptional softness, durability, and ability to develop character over time. While many denim brands pursue weight and rigidity, FULLCOUNT has always believed that denim should be made to be lived in, combining comfort from the very first wear with the ability to age beautifully over years of use.

Every stage of production, from fabric development and dyeing to construction and finishing, is approached with meticulous attention to detail. The result is clothing that reflects not only the heritage of denim but also the values of craftsmanship, honesty, and longevity.

Today, FULLCOUNT is recognised globally as a benchmark for premium Japanese denim, remaining true to the principles on which it was founded while continuing to inspire generations of denim enthusiasts around the world.

A Partnership Built on Shared History

Both of our stories began in 1993, giving us a shared history and a common understanding of what it means to build something with patience, integrity, and purpose. For more than three decades, we have remained committed to serving a community that values authenticity, quality, and craftsmanship above passing trends.

Our partnership officially began in 2011 and has since evolved into a genuine friendship built on mutual respect and a shared passion for exceptional products. Through countless visits, collaborations, and experiences, we have developed a close relationship with the people behind the brand and have had the privilege of witnessing FULLCOUNT’s evolution while remaining true to its founding values.

That is why the opening of FULLCOUNT’s first-ever store outside Japan is such a meaningful milestone for us. We are proud to stand alongside our friends as they bring their vision to a wider audience.

Being part of this journey reflects everything our partnership represents: shared history, mutual trust, and a long-term commitment to preserving and celebrating genuine craftsmanship. We are honoured to help welcome this new chapter for FULLCOUNT and look forward to seeing its story continue to grow here in London.