NICCE

What NICCE does

NICCE is a UK-based direct-to-consumer streetwear brand founded in 2013 in Bethnal Green, East London, operating as a private company with 11-50 employees and selling men's and women's apparel through a Shopify-powered e-commerce website at nicceclothing.com. The product portfolio spans 170+ men's SKUs plus a women's line launched in March 2025, organised into sub-brands and seasonal collections including the Mercury Collection (embossed streetwear essentials), the Luxe Collection (premium fabrics and refined cuts), Football, Holiday, and Festival ranges, with price points from £11.99 (sliders) to £64.99 (cargo pants) and unit-based pricing across t-shirts, hoodies, joggers, shorts, underwear, and accessories.

The business runs on a standard DTC stack: Shopify for the storefront, Klarna for buy-now-pay-later, and PayPal at checkout, with an email/newsletter signup offering 20% off the first order and a 30% student discount as acquisition levers. Revenue is generated primarily through direct one-time product sales and digital gift cards, supplemented by a co-designed men's collection distributed via ASOS (announced May 2023) and community engagement events such as the April 2025 NICCE x Billy The Goat livestream. Shipping is currently UK-only with free standard delivery over £60.

NICCE's customer base is fragmented across individual consumers, primarily men seeking urban streetwear with growing traction in women's, students (via the discount programme), and seasonal use-case segments (festival, holiday, football-inspired). The brand has no disclosed institutional funding, no parent company, no acquisitions, and no international shipping, making its growth reliant on organic category expansion (women's, new sub-collections) and marketplace partnerships rather than capital-intensive scaling.

Name

NICCE

Legal name

NICCE

Website

https://nicceclothing.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

NICCE is a UK-based direct-to-consumer streetwear brand founded in 2013, selling men's and women's apparel through a Shopify e-commerce platform with sub-collections including Mercury and Luxe, serving primarily UK consumers at accessible price points.

Ownership category

akta.pro rank

Product category

Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Backpacks & Travel Bags (CRAAAJAB), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Streetwear apparel
• Men's clothing
• Women's clothing
• Direct-to-consumer fashion
• Seasonal collection drops

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Primary revenue stream through direct-to-consumer sales of streetwear apparel including t-shirts, hoodies, joggers, shorts, underwear, and accessories. Products are sold at various price points ranging from budget-friendly essentials to premium collection pieces.
2. Gift Cards: Digital gift cards sold in £10 increments, providing another revenue stream and customer acquisition mechanism.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

NICCE designs, merchandises, and sells its own branded streetwear apparel directly to UK consumers through its Shopify e-commerce site. The range spans men's and women's t-shirts, hoodies, sweatshirts, joggers, shorts, jeans, outerwear, underwear, socks, footwear, and accessories, organised into named collections (Mercury, Luxe, Holiday, Festival, Football) and web-exclusive drops. Pricing spans budget essentials to premium pieces, with UK-only shipping, Klarna/PayPal checkout, and a 30% student discount.

Product overview

NICCE is a streetwear fashion brand offering a comprehensive clothing portfolio for men and women. The core product lines include T-shirts (69 styles), Hoodies (37 styles), Tracksuits & Sets (18 styles), Shorts (19 styles), Joggers (12 styles), Jeans (4 styles), and Underwear (11 styles), complemented by accessories including bags, caps, socks, and footwear. The brand organizes its portfolio through distinct collections: the branded Mercury Collection featuring embossed streetwear, the premium Luxe Collection with refined fabrics and clean structure, exclusive web-only pieces, seasonal Holiday and Festival collections, and a Football-inspired line. NICCE operates as a single unified e-commerce platform built on Shopify, with products distributed through its DTC website, seasonal sales events, and partnerships including ASOS collaborations. The company celebrated 10 years in business in 2023, having grown from a local Bethnal Green origin to a recognized UK streetwear brand.

Differentiator

Problem solved

Functional benefit

Brands

• Mercury Collection: A branded collection featuring embossed streetwear essentials including sweatshirts, hoodies, t-shirts and more.
• Luxe Collection
• Football Collection
• Holiday Collection
• Festival Shop

Products and services

• NICCE Men's Clothing Urban streetwear apparel for men including T-shirts, hoodies, sweatshirts, joggers, shorts, polo shirts, jeans, outerwear, underwear, socks, and footwear, sold direct to UK consumers.
• NICCE Women's Clothing On-trend women's streetwear including tops, dresses, joggers, hoodies, leggings, and outerwear (e.g., the Lunara collection). Sold direct to UK consumers via nicceclothing.com.
• NICCE Accessories Branded accessories including bags (Axom Backpack, Axom Tote Bag), caps (Griffton Cap), socks (Menlo/Rovato 3-pack crew socks, Trainer-Liner Welles), and sliders (Rephia Sliders).
• Mercury Collection Branded sub-collection featuring embossed streetwear including Mercury T-Shirts, Mercury Hoodies, and Mercury Joggers in multiple colourways.
• Luxe Collection Premium sub-collection blending crafted fabrics, clean structure, and effortless layering, including Luxe T-Shirts, Hoodies, Polo Shirts, Joggers, and Trousers.
• Holiday Collection Summer holiday-focused apparel including swim shorts, holiday sets, T-shirts, shorts, and slides for pool parties and beach wear.
• Festival Shop Festival-ready streetwear with comfortable pieces for long festival days and nights, including t-shirts, shorts, caps, and trainers.
• Football Collection Modern streetwear interpretations of classic football shirt styles, including Stadium, Legend, Billete, Soccer, Pitched, and Midfield designs.
• NICCE Gift Cards Digital gift cards sold in £10 increments for use on nicceclothing.com.
• Visions Of Summer (ASOS Collaboration) Co-designed men's streetwear collection with ASOS featuring warm weather sets, all-over prints, and summer styles.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Billy The GoatminorGTM or Marketing Partner · 17 April 2025Exclusive livestream event in Manchester showcasing next wave of talent in rap and comedy. NICCE x Billy The Goat event brought together street culture and music scenes, streamed live to engage the brand community.
• ASOScoreStrategic or Co-development Partner · 17 May 2023Co-designed men's collection with fashion retailer ASOS featuring warm weather sets and all-over prints. The collaboration brought NICCE products to ASOS platform customers, expanding reach beyond the brand's own e-commerce channel.
• KlarnacoreTechnology or IntegrationPayment integration partner enabling 'Order Now, Pay Later' functionality on the NICCE website. Allows customers flexible payment options at checkout.
• ShopifycoreTechnology or IntegrationE-commerce platform powering NICCE's online store. Provides POS and e-commerce infrastructure for the brand's direct-to-consumer operations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ASOS: Major UK online fashion retailer that has carried NICCE as a collaboration partner. ASOS targets the same 18-30 demographic with comparable price tiers and streetwear-adjacent product, and represents the dominant UK multi-brand platform for the category.
• PrettyLittleThing: UK-based DTC fast-fashion brand operating in the same accessible price tier with a heavy focus on trend-led streetwear, festival, and going-out apparel for young adults. Comparable on customer segment, pricing, and online-only distribution model.
• Represent (Represent Clo): UK-founded premium streetwear label that has scaled from a domestic base into a global DTC brand. Closely comparable to NICCE on origin (UK), category (streetwear), and channel (Shopify DTC), but operates at a higher price point and has reached significantly greater scale.
• In The Style: UK-based online fashion brand selling trend-led women's and unisex apparel to a young adult demographic. Comparable on DTC model, UK market focus, accessible price points, and influencer/community-driven marketing approach.
• Hype (streetwear): Established UK streetwear and activewear brand selling t-shirts, hoodies, joggers, and accessories at accessible price points to a similar young demographic. Highly comparable on category mix, price tier, and target customer, with broader distribution including wholesale.
• Boohoo: UK-headquartered DTC fast-fashion and streetwear brand selling apparel at accessible price points to a similar young adult demographic. Directly comparable on GTM motion (pure-play e-commerce), price architecture, and target customer, though Boohoo is much larger and broader in scope.
• Corteiz: London-based streetwear label built on community, scarcity drops, and cultural credibility. Comparable to NICCE on origin (UK streetwear), drop-based model, and youth target, though Corteiz occupies a more exclusive, hype-driven positioning.

Broad incumbents

• New Look: Major UK high-street fashion retailer with significant streetwear and casualwear ranges at accessible prices. Overlaps with NICCE on customer demographic, category, and price tier, but operates at substantially greater scale and with a physical retail footprint.
• River Island: Established UK fashion retailer with broad menswear and womenswear assortments including streetwear and casual lines. Comparable on UK market focus and target demographic, but operates as a multi-category incumbent with a large physical and online footprint.

Emerging players

• Born Tough: UK-origin activewear and streetwear DTC brand selling hoodies, joggers, and performance-inspired apparel at accessible prices. Comparable on UK origin, e-commerce-first model, and streetwear/active crossover positioning, but with a stronger performance/athletic lean.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/niccelondon
• Instagraminstagram.com/nicce
• LinkedInlinkedin.com/company/nicceltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NICCE