US fashion brand Von Dutch will open its first flagship store in London this month as it grows increasingly popular with UK shoppers.

The brand plans to cash in on its increasing popularity with young celebrities by moving further into the mainstream clothing arena, rather than just focusing on high fashion.

Von Dutch's new store will be located in Covent Garden and will be the company's eighth flagship venture.

Los Angeles, California-based Von Dutch signed a deal with FITRA International FZE in June to expand its global network of distributors to include the Middle East.