USC is a discovery platform for the world’s greatest lifestyle brands.A space for self-expression. A canvas for creation. A destination where our customers can define their authentic selves. Icons aren’t born, they’re made. We cut the clutter and dim the noise so our customers can find their style, generation after generation. 

We go big on the basics. Revel in simplicity. And always respect where we came from.  Our quiet self-confidence comes from decades of discovery.  Past, present and future.  Essential moments in culture.  Essential products and brands. Essential icons.

USC are located within Sports Direct in Princess Square at The Lexicon