FC St. Pauli opens a new shop at Westfield Center in Hamburg. The location is controversial due to the deaths of people during the construction of the shopping center. FC St. Pauli aims to attract new target groups with the shop and make its brand visible. The shop will be focused on streetwear, fashion, and lifestyle. The goal is to attract new target groups and make the FC St. Pauli brand visible beyond the classical FCSP locations. The history of the construction will not be ignored by St. Pauli. "We will not ignore this history. Our decision to open a shop at this location is not an evaluation or a relativization of this construction history. It is focused on the current use of the quarter: Many people from Hamburg, the region, and all over the world come together here. Exactly there, we want to be visible as FC St. Pauli - with our attitude, our understanding of football, and an offer that reaches new target groups", says the club. The responsible people are also aware that the location will be critically discussed within the community. "We take this criticism seriously. The responsibility for the events of the time lies not with FC St. Pauli, but the history of the place should not be invisible." Therefore, it is welcomed that there is already a memorial plaque on site to remember the people who lost their lives. The new shop will sell fan articles of the Kiezklubs at the location on the Elbe from the end of August/beginning of September. A classic fan shop will not be created, the club announced on Thursday. "The new shop will be focused on streetwear, fashion, and lifestyle. [...] The goal is to attract new target groups and make the FC St. Pauli brand visible beyond the classical FCSP locations." Something that is particularly unpleasant for the St.-Pauli-Ultras. "What many fans generally find negative is - independent of the store opening - the flood of collections", said a loyal FCSP supporter to TAG24. "It feels like there's a new collection every week, and sometimes there were 50 different hoodies in the online shop. That's been criticized by many. It's all sustainably produced, but it looks more like fast fashion." That St. Pauli is often seen as a "fashion brand with a football department" in the football scene can be understood by the Hamburg fan. That the club now opens a shop in the probably most controversial shopping center in Hamburg "could be irrelevant to the Ultras", believes the contact from the fan scene. This is because the St.-Pauli-Shop is almost a separate company and the "scene has its own