Biel/Bienne, Switzerland — Urban Outfitters’ iets fring streetwear brand has launched exclusively at Switzerland-based Metro Boutique.

The 22-store chain launched the collection with in-store experiences on October 3 at locations in Basel, Bern, Glatt/Zurich and Balexert/Vernier, Switzerland. The brand was introduced by Urban Outfitters in 2017.

The stores featured DJ sets, photo booth and DIY key ring station to transform the locations into a real brand experience. For Metro Boutique, this is exactly what modern retail is all about today: not only making brands visible, but also giving them space to be experienced, shared and individually interpreted. The combination of fashion, community, content and emotions creates exactly the closeness that is crucial for brand loyalty and relevance in brick-and-mortar retail. Selected content creators also accompanied the launch and captured impressions, looks and personal moments directly from the stores.

With the launch, iets frans… is now part of the Metro Boutique range and brings with it an unmistakable mix of casual aesthetics, innovative silhouettes, expressive colour schemes and characteristic logo details. iets fring… Creates everyday looks as a stage for individual expression and inspires a global community to redefine freedom again and again.

The brand stands for flexible, versatile styles like no other and offers everyone the freedom to combine and interpret looks individually.

Linda Mathys, Buyer at Metro Boutiques AG, says: “iets frans… fits very well with what Metro Boutique stands for: fashion should be fun, show personality and sometimes go different ways. The brand combines current trends with a nostalgic view and thus creates a very unique signature. It is precisely this mix that makes it particularly exciting for our customers.”

Kevin Brunner, Offline Marketing Manager at Metro Boutiques AG, adds: “With the launch of iets frans… we didn’t just want to present the brand in a new way in the range, but to make it possible to experience it directly. The in-store experiences have given us the opportunity to connect fashion, music, community and content and give the brand an emotional stage at Metro Boutique right from the start.”