To rejoice its twentieth anniversary, world style retailer END has launched the subsequent part of its commemorative 12 months with a uniquely British twist – a ‘Chip Store’ capsule assortment that pays tribute to the model’s North East roots and the rituals of UK seaside life.
END is celebrating its twentieth anniversary with a sequence of collaborations, limited-edition releases, curated occasions and activations. Final month, it kicked off the celebration with a ‘Tie the Knot’ assortment and marketing campaign with Adidas Originals, adopted by becoming a member of forces with French outside specialist Salomon on a brand new interpretation of the model’s well-liked ‘XT-6’ silhouette earlier this month.
Constructing on its sequence of unique collaborations and community-led campaigns, this newest drop fuses style, humour, and heritage, drawing inspiration from fish and chips, neon-lit arcades and the fantastic thing about the North Sea. On the coronary heart of the discharge is an unique sneaker developed in partnership with Adidas, alongside attire and equipment designed with cult UK labels Picante and Native House.
Parker Gundersen, CEO of END, stated: “Our twentieth anniversary means so much to us. It’s been fairly a journey and we need to rejoice with the manufacturers which have been with us each step of the way in which. We need to take time to indicate our appreciation and rejoice collectively.
“As we glance to the longer term, we stay dedicated to doing what we’re finest recognized for and the values which have outlined us, persevering with to be essentially the most credible, genuine and galvanizing vacation spot available in the market.”
The hero of the gathering is the END x Adidas BW Military ‘Chip Store’—a playful, detail-rich reinterpretation of the archival silhouette. Designed with textured facet panels that mimic fresh-caught fish scales, plush laces paying homage to crispy batter and a co-branded vinegar packet printed on the insole and tongue, the sneaker captures the complete fish-and-chip store fantasy. The gum sole, a signature Adidas characteristic, grounds the piece in sportswear heritage, whereas the bespoke field design elevates it into collectible territory.
Attire comes courtesy of London’s Picante, recognized for its tongue-in-cheek graphic storytelling. Their six-piece capsule transforms retro chip store visuals and classic menu motifs into wearable designs, splashed throughout tees, lengthy sleeves, and extra. To complete off appears to be like, Manchester-based Native House created two special-edition Emblem Caps with customized embroidery.
The marketing campaign was shot inside a working chip store in END’s hometown of Newcastle and options workforce members from END shops throughout the UK and Milan.
The Picante and Native House ranges launched on 11 April, with costs beginning at £57. The Adidas ‘Chip Store’ sneaker follows on 18 April, retailing at £120.
