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We got a lot of great campaigns this year so far but this one right here … might have to claim an early ad of the year trophy. We spoke to the director, Aran (a filmmaker from Leicester) to speak more about what went into it. Pastdown Store have been doing their thing here in the UK, how did that connection come about, did they reach out to you? Pastdown are my fuckin dargs man, we’ve been in touch for a couple of years now through mutuals. Love them. Super down to earth Talk to us about how you got to the idea? What was the thinking process and what was the aim? The PD boys actually came to me with the concept as they knew it was right up my alley. The idea was based off the famous meme in which loads of dudes run out of a crashed car, which I remember my dad what-sapping me back in the day. Is the whip ok? 🤣 All I’m gonna say is that the whip is not ok. How did you fit everyone in it? So basically we picked 15 of our most skinniest, flexible friends; who ultimately had to adhere to a strict 9 month diet plan to get in shape and bend into position. They all fit, mad right? How many takes did it take? One take ! How many cars you think we had? Heheheh Did you face any difficulties shooting on the day? We used a really cheap, shit CCTV camera which had to be plugged into a restaurant on the main road, using 2 extension cables, and was eventually duct taped to a chair on top of a community centre. Fun Fact It’s mad because the homie @thrtnmo told me AFTER the vid dropped, that the original meme reference took place in Leicester. I genuinely never knew this. Stars aligned nicely. Crazy Did you face any difficulties shooting on the day? Defo gonna run up some more ideas with PD. I love blurring the lines between what’s real and fake, I like confusing people. They be bickering in the comments n shit haha

It's the end of the month meaning brands are preparing to showcase their best drops so much so that we decided to dedicate a post toward it. Yesterday's upcoming drops post just wasn't enough to showcase the talent, anyways, scroll through to see the drops to look out for this last week of March.

What's Dropping this Week? I got you MONDAY 25TH MARCH High Society Scarf WEDNESDAY 27TH MARCH Badson Drop THURSDAY 28TH MARCH By 26 Folly Shard Jewels Set Ghetto Dreams x Peso Peso Collab Drop FRIDAY 29TH MARCH 11Ghosts Strings Hoodie Bravest Polar Bear Claws Dingbatsfont Water Colour Study Collection Famously Famous Solo Collection Betrayed Clothing Tapestry Jacket Juvenile Tapestry Jacket Saalt Studio Mud Cargos Planet Marcellus Drop Four Four Drop Row Z Black Flow Tees Nouss Jersey Rose in Good Faith Mule Drop SATURDAY 30TH MARCH Corrupt Kid Drop House of Errors Drop Mind Liquid Studio Khaki Cargos SUNDAY 31ST MARCH Came up in the Drought Drop Attachments Studded Black Denim Sangiev Blue Jeans Drop Colors Clothing Company Drop Huni Design Hoodie Drop BBS Online Rib Cage Duffle Bag By Loho Jeanz Drop Redeem Drop

Here are this week's Fashion Drops of the Week, for the week commencing 18th March, for the 12th week of 2024. 10. Five Four Five Drop 9. 99 Based Uniform Release 8. Fugazi Two Cent Loafer 7. Lemons on Fire Sping Drop 6. Sabre Closet Jersey 5. No Maintainance Full Zip flight Pants 4. Yaito Co Sculpture Beanie 3. Lone Dabiri Night Parade Varsity 2. Juuntae Kim Slashed Dress Boots 1. Cozyatic Puffer Jackets What do you think of this week's picks? Comment below!

No Faith Studios aren't shy of releasing banger visual campaigns but this recent one here deserves a deeper conversation. We asked the photographer, Louis Mack, a few questions regarding the campaign. Who Is Louis Mack? "My name is Louis Mack, I’m 24 years old, Scottish, a “fashion” photographer, and based out of Paris. I don’t make pretty images. Before I did fashion photography, my passion was street/documentary photography so I like to channel that foundation into my new work." How Did You Get the Idea of the Campaign, What Was the Thinking Process? Actually, the idea to shoot a bunch of models trapped in a box came from Luis. A lot of the times that we have shot together, he has had the idea for the project and it's my responsibility to bring it to fruition. What Were the Inspirations and References for This Idea? Honestly, the shoot was so sporadic that I can't even pinpoint any specific references or inspiration that Luis had shown me, But it's clear that shooting the models in a box was an attractive idea to him because it's so simple yet so symbolic and it can invoke many interpretations. What Did Luis and the Founders Think When You Pitched Them the Idea? Ironically, I was not the one to pitch the idea to Luis, it was the other way around. He had flown me to Berlin for another shoot the day before and when I arrived, he told me that he wanted to shoot this concept too. Of course I was beyond stressed because I had not prepared for it as much as I would have liked, but I think I definitely execute my work best under pressure so, in the end, it worked out! What Is It like Getting Everyone in There? Honestly, the models posing was maybe the easiest part of the entire shoot. We had already worked with most of them in previous shoots, and we included some dancers too. The most important thing with a shoot with multiple models like this is that the models are comfortable in their own skin, and can confidently move around and hit crazy and awkward poses. It's essential that, during a shoot, the model not only is comfortable and confident, but they believe in the entire project too. Comments from Models on Set Karolina: "There were 7 other models in the box, I think, so I had a lot of boobies in my face haha. It was super sweaty. And because the box was so small and there were so many of us, we had to intertwine ourselves, so it was quite athletic as well, I would say. But the energy inside the box was super cool. I loved being a part of it. I would definitely do it again." Ruby: "Being part of this project initially for hairstyling but then being asked to model for the brand on arrival was unexpected but I’ve regularly worked with the brand and Louis. I trust the brand's vision and love Louis’s work and completely trust that the images would be amazing even though I’m not a model. We always work very spontaneously on the shoots and create as we go. The feeling of being inside the box with all the other girls was beautiful, there’s something so empowering and strong about the female body. " "One memorable moment was during the stocking shots, where we explored different shapes I could create with my body. The favorite image captured me in a balled-up position, which was funny as it was a candid moment of me adjusting the stocking and taking a break between the more complex poses." Vera: "If we’re talking about the feelings and the idea behind the concept — i believe each girl experienced something different while being inside that box. and I think it definitely relates to what they were going through in their lives at that time. I mean I always like to look deeper and see metaphors in everything. so for me the box as i said was a certain stage of life. no matter how uncomfortable, scary, cramped, stuffy it feels inside the box; how people can jostle against you; how your own and other one’s hair (thoughts) could choke you and your mind, the unpleasant positions you have to take; the main thing that you can and should do, despite all of this — keep pushing your inner pure energy. cause this is the only way you can push through the glass and I think we definitely did it. Apart from that, the shooting itself was lovely and comfortable. It is always a great pleasure to work with the No Faith team - the guys are super professional and talented. I'm very glad to be a part of this project." How Was the Idea Executed on the Day? Logistically, the shoot was a nightmare! We were up until 5am for the copyshop video shoot before this one. We spent the morning preparing but by 2pm we still didn't have any lighting equipment and the shoot started at 4pm. I had to scramble into the centre of Berlin with Mo to rent a light set up that would work for us and bring it back to the studio in time. I’m starting to get used to this level of intensity. Did You Run Into Any Difficulties Carrying This Out? Actually yes! On top of having to put together a light set up as last minute as this one, the equipment that we rented for the shoot ended up not being fully charged by the rental company. So for the entire shoot, we had to cycle through the spare batteries that were given to us for the flashes while charging the ones that were dead. It definitely disrupted the flow a lot but we made it work. Fun Things to Know about the Shoot? Something Interesting That People May Want to Know. At 4:30am, as we were driving back from the photocopy video shoot, I had a heated conversation with Luis and his interns, Henry and Clara, where I told them that we should postpone this shoot for a few weeks because we were so underprepared and I didn’t want a concept as sick as this one to fall short. They told me that it would be fine. It was. What Has the Reception Been Like? The reception has been crazy! For me, it has definitely been the campaign with the most traction. I’ve had people that I haven't spoken to in years reaching out to me to congratulate me on it. I had a similar reception with the last campaign that we shot, “When You Throw Mud - You Lose Ground,” so I definitely felt the pressure to push myself and outdo it. In terms of numbers, I think I had hit the same amount of likes on instagram with this campaign in 20 hours that I did with the last one in 6 months. Whats Next? Have You Got More Crazy Ideas with No Faith? There is always something in the works! We want to keep the energy from the last campaign going and create something even crazier! In the long term, there will definitely be a NO/FAITH x Louis Mack archive book with the work that we have created over the past 3 years together; unreleased and released work.

Signature Element is the brand bringing fresh approach on streetwear bridging the gap between refined aesthetics and a more instinctual, unapologetic approach to fashion. Stemming from the love of youth culture, Signature Element is about extreme styling, experimental photography and high quality pieces. What’s the message behind the brand? Signature Element is the documentation of moods and times we’re going through. We create experimental wearable pieces that reflects the current state of our perception of youth. It’s an organic process, capturing the essence of my friends’ lives through photography. Hailing from Siberia, where I was locked in for 18 years and which is unreachable for many people, I draw inspiration from it’s cultural diversity, particularly the Asian influences that surrounded us. What’s the end vision for the brand? We really want to make it more physical (offline) this year. Such high-quality detailed garments deserve to be experienced beyond screens. The new “uniSEx” motto has just entered the brand. We always created unisex pieces. And also some feminine stuff. Womensline expansion is coming for sure. S.E. is focused on expanding our reach beyond Japan and establishing a presence in Europe, particularly in Paris. This transition will likely bring stylistic changes, and we’re excited to unveil more elements. Footwear is also a significant focus. We didn’t show much things after spiked shoes, but some boundary-pushing designs are in the works. Good things take time. You said most of your customers are from Japan, why do you think you have a good connection with them? I think it’s because of SE’s Siberian roots. Siberia has historically had strong ties with Japanese shared import. We had a huge tendency for japanese products. Cars, goods, electronics. Siberia is Asia geographically and technically. Japan was the closest land except China. When I grown up I started to like how youth of Japan dresses, it influenced my graphic works and Signature Element clothing a lot. Dense, robust, heavy, durable, utilitarian, unisex.

BBS Online is restocking their Rib Cage Duffle Bag soon and they hit us up to shoot a lookbook campaign for them. My team and I were instantly inspired by archaeology and so that's what set the scene for the campaign. We asked them a couple of questions while we were at it. Why a rib cage? What sparked that move? “I honestly couldn’t tell you a defining point where I pictured a ribcage duffle bag. I’m constantly thinking about how the skeleton does its job so I would’ve have just seen how the ribcage carries and protects the body’s most valuable things so I guess I thought what in the fashion world could also do that job.” Is biology / the skeletal system key to BBS? if so, why and do you aim to spread that theme across future clothing? Biology for sure plays apart of the design process and is for sure rooted into the brand. But I would say I have more of an attraction to just natural materials in general like through bones, leather and fur-(foreshadow:)). I like to link the natural materials I design with to how they play apart in the real world. That is what BBS† is. The meaning of BBS† is ‘Billions + billions of skeletons’ What are the upgrades you made to the bags for this restock? The improvements I made on these bags for these bags are based on the feedback that was received from the previous drop. The main thing was to upgrade the hands and straps to make the more secure which would mean heavier duty stitching. We made some other adjustments like the aesthetic points of the embroidered designs. We also have switched up the packaging so these bags will come in small and more efficient packaging, as well as adding further levels of luxury with the better quality dust bags and a more protective, magnetic case. The bag will be available in their next restock on the 29th March. Mark your calendars 🗓️

Josh and Sora are one of the loudest but at the same time most lowkey duos in the UK scene. For that reason, we sat down with the pair to let the people know more about the elusive figures. We spoke about their journeys into fashion, navigating your way through the industry and what they get up to behind the scenes. Enjoy

What's Dropping This Week? I got you MONDAY 18TH MARCH Nois Drop TUESDAY 19TH MARCH Ezra Pharoah Jersey Drop WEDNESDAY 20TH MARCH 2001 Odysey Denim THURSDAY 21ST MARCH Lone Dabiri Drop Five Four Five Varsity Jacket FRIDAY 22ND MARCH Reeno Studios x Bishop Drop Senty Season FW23 Drop Synotacy Onys Hoodie Lemons on Fire Drop Human With Attitude Three 60 Jacket SATURDAY 23RD MARCH See No Evil Garden Sweats No Feelings Beany SUNDAY 24TH MARCH Scares Studio x Elixir Collab Hoodie Sabre Closet Jersey Shirt Scares Studio Hoodie Drop Selah Clothing Pop Up Pieces Sicretuma Locomotive Hoodie Gone Club FYC Drop

Here are this week's Fashion Drops of the Week, for the week commencing 11th March, for the 11th week of 2024. 10. Only the Blind Mirage Collection 9. Ticssseau Three Tone Leather Vest 8. Racer Worldwide SS24 2nd Collection 7. Davril Supply Drop 6. Project Carpi Rhinestone Denim 5. High Rollers Green Sk8 Drop 4. Young Chicken Pox Drop 3. Ranger Cartel X4 Fur Backpack 2. Xonotu Xono Set 1. Aion Denim Set What do you think of this week's picks? Comment below!

Over the past couple of weeks, there has been one shoe that kept popping up on my feed and that is Nike's New Air Max DN. I saw a lot of what went into building that campaign and thought I'd break down what I saw into bits we can learn from. 1) Make something Worth talking about Word of mouth is the best marketing but in order to trigger it, you need to be worth people's attention. Once people found out about the shoe's upcoming release, users reshared it and content creators made their own content on it. This only further spreads the message which is free marketing for Nike. This is the fundamental step in a marketing campaign similar to Nike, people need to care and desire your product or brand overall. In this case, the talking points are not only the design but also the features around the shoe. It’s already been dubbed “the UK’s favourite new Air Max”, “Nike's most comfortable airmax” as well as the several technological features the product has which Nike went in depth via their pages and press releases. this seeks into the next point, but Nike chose their primary. 2) Influencer marketing done right In the last point, I referenced people finding out about the shoe release. When you look at the details, Nike's PR connected with a set of sneaker blogs and influencers to get their message through the door. They knew if they got the message to these people, the rest would be taken care of and other users/creators/blogs would pick up on the shoe and do the extra marketing for them. On top of that, these placements were not only strategic but also organic and resonant with their target audience. Some of these include Clint419 who has posted the shoe multiple times also with Hol sales and multiple other people in the scene. One of the most interesting things was how Nike's UK brands tapped into rising brands such as Peak Television, Split Dat and Pastdown Store. Including these merging brands to expand your campaign to among influencers was a great way to indicate how Nike have eyes on the streets and overall UK culture. It gives off this raw and organic feel that UK consumers crave. Nike UK’s PR/distribution team have continuously shown their involvement and investment within UK culture (eg Kaivyon TN campaigns) and so this is why Nike has been able to be successful in the UK. To top off, Nike utilised the power of #s to reinforce in people's minds their upcoming drop. It also gives it a sense of “pushing a movement” and people love getting behind movements and agendas they can push. To finish off, Nike also tapped into new audiences collaborating with the likes of Currie Goat and Suki Nailz both providing unique content ideas to further push this release. 3) Nike understand community last but not least, Nike had events and meetups for the shoe. In the UK, events where communities can come together and are congregate is very popular, Nike understood this and in turn, is hosting a car boot event. The event will have an exclusive DN drop alongside activities relevant to the audience they’re targeting. key figures they collaborated with on this campaign will also be in attendance.

When it comes to creating video commercials, theres no one like UK brands doing it right now. Whether its the more established brands setting standards and proving their positions in the space, or the the emerging brands showcasing originality and creativity, the basis is the same: the UK’s DIY and authentic approach to video commercials is unmatched. Its one of the key things I admire of the UK scene and I believe its why its so thriving right now. Obviously Corteiz have been doing back to back bangers with their commercials, racking themselves up a nice portfolio of movie style adverts. Drama Call also dropped a banger this past weekend with their “heaviest in the game” advert which reignited this post idea. Trapstar have also been turning the gears as of recently with their 2023 video lineup looking mad, especially with the Avirex campaigns. Swipe down and enjoy.