In a fusion of British cultural icons, Reebok and The Streets join forces to commemorate the enduring influence and style of the Reebok Classic. The collaboration marks the culmination of a 19-year journey since the inception of END., a brand that has become synonymous with cutting-edge style. Mike Skinner, the trailblazing frontman of The Streets, stands as a pivotal figure in this collaboration, further bridging the worlds of music and fashion.
The story begins nearly two decades ago when Mike Skinner became the first UK artist to headline a Reebok campaign. His partnership with the sportswear giant signified a departure from conventional marketing strategies, embracing authenticity and cultural resonance. The Reebok Classic Leather emerged as more than just a shoe; it became a symbol of rebellion against the stringent dress codes of the time, epitomised by the infamous “NO HATS, NO TRAINERS” policies in pubs and clubs across Britain.
The Streets, with their raw lyricism and DIY garage beats, captured the essence of a generation disillusioned by mainstream culture. Skinner’s words, delivered with an unfiltered sincerity, resonated deeply with audiences, establishing The Streets as pioneers of British hip-hop, garage, and grime music. Their debut album, ‘Original Pirate Material,’ remains a seminal work, reflecting the pulse of early 2000s club culture.
Central to The Streets’ narrative is their enduring association with Reebok, immortalised in the iconic line, “Let’s put on our Classics and have a little dance, shall we?” from ‘Let’s Push Things Forward.’ This partnership, rooted in mutual respect and shared values, continues to evolve, culminating in the creation of two commemorative editions of the Reebok Classic Leather.
The first iteration pays homage to Mike Skinner’s journey to musical stardom, featuring an all-white leather design with gold accents. Inspired by Skinner’s early years and the cultural milieu of the time, this shoe reflects the spirit of youthful ambition and artistic expression.
In contrast, the second style embodies Skinner’s evolution as an artist and cultural icon. Crafted from black nylon and nubuck, adorned with gold-tone detailing, this iteration represents Skinner’s multifaceted identity as a musician, producer, writer, and director.
Both designs incorporate signature elements of The Streets’ aesthetic, with block lettering and iconic graphics adorning the sidewalls. Additionally, each shoe features a unique lighter graphic on the sole, symbolising the group’s indelible imprint on British music and culture.
Both styles are being raffled online now and will be in stores Friday 19th.
As Reebok and The Streets come together to celebrate their shared legacy, they invite audiences to rediscover the spirit of youth culture and artistic innovation. Through their collaboration, they honour the past, present, and future of British creativity, proving that some partnerships are truly timeless.
To celebrate the launch, Mike Skinner will take part in END. Talks with Apple Music and Beats 1 DJ and Presenter Matt Wilkinson on Thursday 18th April in-store at END. Soho. Tickets available via www.endclothing.com
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