Europe’s biggest YouTube collective the ‘Sidemen’ have announced they will be opening their first ever retail store – the internet sensations will be bringing their clothing brand to a physical retail space for the first time at Kent-based shopping and leisure destination Bluewater this summer.

The 6000sq ft store will be the only place fans can purchase official Sidemen merchandise, other than their website. Limited edition ranges such as the SDMN x Spongebob Squarepants collection will be sold in the store, alongside the core range of clothing, activewear and accessories. 

What’s more, the store will host events for upcoming brand collaborations and key calendar moments, as well as stocking exclusive Bluewater-only ranges. Sidemen will be opening this Summer, on the Upper Rose Gallery of Bluewater next to Apricot.

Founded on 19 October 2013, Sidemen is made up of seven best friends, including rapper and boxer KSI.

Sidemen Clothing 3 | Dartford Living

The creators are known for their groundbreaking social content, amassing millions of subscribers and billions of views collectively.  They originally started out playing video games together and later branched out into more varied content. Since January 2018, they have uploaded weekly videos to their group channel under the banner of Sidemen Sunday.

James Waugh, Centre Director at Bluewater, commented “We are delighted to announce the upcoming launch of the first ever official Sidemen store here at Bluewater this summer.

“With the ever-changing landscape of physical retail, it is important for us as industry leaders to bring digital-first brands to the centre and ensure our guest experience evolves and is enhanced.

“The Sidemen shop really is something quite special and we’re in no doubt that the in-store experience will be a massive draw, not just to Sidemen fans living locally, but further afield too.

“Whether it’s welcoming exclusive retail brands such as the Sidemen, adding adrenaline-fuelled activities or bringing a new family-friendly event, we are always looking to innovate to make sure we offer guests the very best retail and leisure experience.”

Matt Peters, MD of Sidemen Clothing added “The Sidemen are undeniably pioneers in the rising world of creator led brands and this is another huge moment which further cements that. The Sidemen and team at Sidemen Clothing are incredibly excited for the launch of our first ever store at Bluewater. I’m looking forward to seeing the brand evolve in the retail space and create a closer connection to the Sidemen fans.”

Further details, including official opening dates and stock information, will be announced soon. Visit or to find out more.

Sidemen Clothing 2 | Dartford Living
Sidemen Clothing | Dartford Living