A clothing brand has announced it will be opening its first physical store at a Kent shopping centre.

Bluewater, in Greenhithe, near Dartford, will be the only place fans of Europe’s biggest YouTube collective the ‘Sidemen’ can buy their official merchandise.

Founded in 2013, Sidemen is made up of seven best friends, including rapper KSI, who is also behind the Prime drinks brand with former boxer Logan Paul, and are known for their social content which has amassed millions of subscribers.

They originally started out playing video games together and later branched out into more varied content, uploading weekly to their group channel under the banner of Sidemen Sunday.

The creators are now opening their first ever retail store for their clothing brand this Summer, in the Upper Rose Gallery of Bluewater, next to Apricot.

Managing director of Sidemen Clothing Matt Peters said: “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 am looking forward to seeing the brand evolve in the retail space and create a closer connection to the Sidemen fans.”

The 6,000sq ft shop will stock limited edition ranges such as the SDMN X Spongebob Squarepants collection alongside the range of clothing, activewear and accessories.

Centre director James Waugh added: “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 are 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 is 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.”

The official opening date is yet to be announced.