Luxury fashion destination Browns is teaming up with premium sneaker and streetwear marketplace Stadium Goods for a month-long celebration of street and sneaker culture. Dubbed “Sneaker Beast”, a play on the words “sneaker” and “Browns East” where the concept will be taking place, the four-week affair will honor everything sneaker-related with exclusive product launches, exhibitions, raffles, and one-off capsule collections from the likes of Chinatown Market and clothsurgeon, as well as a co-branded Services Unknown x Browns x Stadium Goods drop.

Launching on May 15, luxury retailer Browns will host a myriad of exclusive products drops alongside activations all centered around street culture. Stadium Goods will present a drool-worthy edit of kicks as well as an exhibition of grails from its one-of-a-kind “trophy case“. Local upcycling guru the clothsurgeon will launch an exclusive capsule for the event as will Chinatown Market, who’ve designed a series of one-off printed garments exclusively for Sneaker Beast. Browns and Stadium Goods have also tapped London-based creative institution Superimpose (via Services Unknown) for a three-way co-branded capsule of exhibition merchandise including t-shirts, track pants, lighters, and candles, all of which you’ll be able to cop over the four-week period.

As if that wasn’t enough, Browns will also curate a special offering for the event with sneakers from brands including Prada, OFF-WHITE, and Gucci. Previously sold-out items will also be dropping in limited numbers in-store and online. It will also be the first time that Browns East is stocking adidas and, to mark the occasion, the retailer is hosting a week-long celebration of female collectors titled “Women who Lace”. Aside from product, the retail collaboration will shine a light on the sneaker industry as a whole with experiential activations and exhibitions.

To kick off Sneaker Beast, Highsnobiety Soundsystem will host a free-to-attend launch event at Browns East on May 16. Guests will be treated to music from DJ and radio presenter Jamz Supernova and London-based DJ duo Bossy LDN, as well as get first dibs on the anticipated range of products.

“We couldn’t think of a better partner than Stadium Goods to promote streetwear and sneaker culture within today’s landscape,” explains Browns CEO Holli Rogers. The joint venture is a big move for Browns as it underlines the retailer’s commitment to serving and supporting the sneaker industry. For Stadium Goods, it also takes them into new avenues and marks their first-ever physical presence in the U.K. As influential players in their respective industries, the team-up brings together the best of luxury fashion and sneaker retail, speaking further to the ongoing crossover between the two worlds.

“We are excited to partner with Browns to lead this month-long celebration of streetwear culture and bring our unparalleled selection of curated products to their unique space,” says John McPheters, co-founder and co-CEO of Stadium Goods.

Browns has always been one step ahead of the curve and is credited with introducing international brands including Ralph Lauren and Calvin Klein to the U.K. as well as nurturing homegrown talents such as Alexander McQueen. Now a go-to destination for fashion-forward consumers around the world, the retailer opened Browns East in 2017 as a new retail concept that evolves with the neighborhood in which it is located. In this case, said neighborhood is Shoreditch, the capital’s central creative and fashion hub and a logical choice for Sneaker Beast’s brick-and-mortar location.

Sneaker Beast opens on May 15 at Browns East (21 Club Row, E2 7EY, London) and online at brownsfashion.com. To RSVP for the launch event on May 16, click here.

Words by Lucy Thorpe
Associate Branded Content Editor
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