American streetwear brand First Down to relaunch in the UK

Founded in the late 1980s, First Down USA is a streetwear and outdoor brand “renowned for its bold, functional down jackets” and “strong ties” to American street culture. 

The brand rose to prominence in the 1990s, particularly its jackets, which were worn by many of hip-hop’s most influential and iconic artists. 

Pace Partnership London said the UK launch of the brand will focus on “reintroducing First Down USA to a new generation of consumers while staying true to the brand’s heritage and DNA”. 

The range will focus on the brand’s premium outerwear and lifestyle pieces, which combine “functional construction with contemporary styling suited to the modern UK market”.

The UK rollout of the brand will include a “curated selection of retail partnerships” supported by a “wider brand and marketing strategy designed to build awareness and drive long-term commercial success”. 

Speaking about the return of the brand to the UK market, Pace Partnership London chief executive Ryan Llewellyn-Pace said: “First Down USA is a brand with genuine heritage and cultural authenticity.

“It has a strong story rooted in American outerwear and street culture, which remains highly relevant today. Our focus is on building a considered and sustainable presence in the UK, respecting the brand’s DNA while positioning it for long-term growth within modern retail and lifestyle environments.”