The world’s first corduroy brand, Sweden’s The Cords & Co, has launched globally in 20 markets online and via wholesale partners today. It will also open six flagship global stores this month including one in London’s Soho.

Founded in Stockholm last year the brand claims to be the world’s first to focus solely on premium corduroy with a range of apparel for men and women including trousers, skirts, dresses, shirts, jackets, t-shirts and sweats, which aims to provide an alternative to denim. Prices for trousers start at around $150.

“The Cords & Co is created by a passionate group of people united by a shared love of corduroy. By exploring new ways to work with corduroy in our Stockholm design studio, highlighting its long but little known history, and working closely with a carefully curated group of collaborative partners and cultural tastemakers in each of our flagship city locations around the world, we’re excited to share our unique story of a fabric everyone has a connection to, yet no other brand has dedicated themselves entirely to it,” explained CEO Omar Varts.

Retail partners in the UK include Brok Menswear in Shrewsbury, Consortium in Bournemouth, Oi Polloi in Manchester, Liquor Store in Birmingham, Seagate in Hastings, Working Class Heroes in Ulverston and Sneakers and Stuff in Shoreditch. The flagship London store is located at 2 Silver Place in Soho and will open on 31 August. Other global flagships are located in LA, New York, Stockholm (which will be home to two stores) and Paris.

To celebrate its global launch the brand is promising a series of partnerships that will roll out through the season, with collaborators including Alpha Industries, Eastpak, and DJ Harvey.

“Opening six flagship stores in global fashion capitals, as well as launching a shop online and teaming up with several established and influential brands and people, pretty much explains what we are aiming for – to have people all over the world rediscover their love for corduroy!” said founder Mikael Söderlindh.