Last night, luxury London retailer Browns and sneaker marketplace Stadium Goods ushered in their collaborative retail experience, Sneaker Beast, with a music-filled night celebrating streetwear and sneaker culture. Bringing NYC vibes to the center of East London, the packed-out party took over Brown’s East, the retailer’s boutique in East London, where the month-long Sneaker Beast experience will be held.
Kicking off in the early evening, the event brought together sneakerheads and fashion fans alike to peruse the expansive offering while chowing down on cheese toasties. Guests had the chance to get first dibs on a series of anticipated collaborative capsules made exclusively for Sneaker Beast including a three-way co-branded drop from Services Unknown x Browns x Stadium Goods and a range of one-off printed jersey pieces from Chinatown Market. Piquing our interest were also a number of bespoke pieces from clothsurgeon that reworked other garments from brands including Supreme and Nike.
Landing on U.K. shores for the first time, Stadium Goods brought its grail-filled trophy case showcasing some of the most exclusive kicks such as an extremely rare Channel x Pharrell Human Race NMD that only released at Colette as well as Union LA’s Jordan 1 Retro.
No event is complete without some damn good choons and, in partnership with Highsnobiety Soundsystem, on the decks were two of London’s finest rising DJ’s – radio presenter Jamz Supernova and DJ duo Bossy LDN – as well as Highsnobiety’s resident DJ. Peep them spinning, and everything that went down, in the galleries above.
Sneaker Beast is open for a month at Brown’s East and online. Head to brownsfashion.com for information on the upcoming program.