Morrison opened on Antwerp's Nationalestraat in 2009, in the city's fashion district, built around a curated mix of clothing, footwear, accessories and music rather than a single house label. The shop is closely tied to Howlin', its own Antwerp-founded knitwear line that's had its yarns produced in Scotland since 1981, though the Howlin' label itself only launched alongside the store in 2009. Beyond its own knitwear, Morrison stocks brands including Kleman, ESP Institute, Gramicci and Novesta, all selected for durability and craft over trend.