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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.

There's another emerging brand on the block and that brand is Signature Element. The brand takes pride in its unique aesthetic and captivating visuals but they're also building a stack of signature pieces that juggle innovation, creativity and quality. These include: Joint stash key ring - The brand's playful take on smoking and its overall culture. The Hoonderwear - A hoodie with a thong-like hood, where the hoodie can also be worn as underwear. Zip Hoodie - complicated Zip-Up hoodie with distressed seams, custom woven cuffs and garment dyeing. Pink Jacket - featuring Brigitte Bardot with her husband Gunter Sachs on the print: French beauty icon and photographer. This printed fabric was randomly found at a warehouse which the brand scanned and embedded into their own jacket. Headphones beanie - due to be released early fall SE Carved Buckles - which is a tribute to early 00s fashion The Hooded bag - playing on the notion of hoods again where it's now being transformed into a bag. Pierced tanktops - stemming from the brand's love for printing textures and objects on clothing. SE Stool - A functional chair you're able to take apart and put together. Which pieces are you feeling the most? Let us know

Drama Call recently dropped a new campaign video showing us why their garms are the heaviest in the game. With the hoodies weighing over a kilo in weight, Drama Call take on a men’s club in which a series of bodybuilders aim to bench press Drama Call’s Hoodies. Their USP of owning the “Heaviest Trackeh’s” runs deep in Drama Call’s DNA and this video shows off that status in a causal and ironic way, without trying too hard to make that it known. It also shows the brands personality maintaining a light hearted and communal spirit, something that is rooted in Mancunian culture. Drama Call had a crazy year last year with their slew of events and activations strengthening their love and admiration from the city of Manchester. That momentum is only continuing with this campaign. Some of the BTS.

What's Dropping This Week? I got you MONDAY 11TH MARCH 2480 Carton Cardigan Southern Yankee Drop TUESDAY 12TH MARCH Outlaw USA Shuriken Trucker Cyvist Restock Drop WEDNESDAY 13TH MARCH Berlinc Drop Pushpull Drop SDWS Jean Drop Pierre Bassene Tracksuit Drops Tundxm Leather Tote Bags FRIDAY 15TH MARCH Aion Elysian Denim Set Synical Global Stitches Hoodie Young Chicken Pox Drop Vague Studios Drop Othxr Winters Arc Collection Bela Cartes Cargo Denims SATURDAY 16TH MARCH Alexander Spade Drop Project Capri Rhinestone Denim

Here are this week's Fashion Drops of the Week, for the week commencing 4th March, for the 10th week of 2024. 10. LA FAM NEW DROP 9. MIDWEST & BEYOND NEW DROP 8. OMNEE WORLD SERENITY V2 DROP 7. AWARENESS SOCIETY MAJIN BELT DROP 6. NELSON NEMO SASHIKO STITCH DENIM 5. 00DG LEATHER BOMBER JACKET 4. DELIRIA PANTS DROP 3. ACCESS AXIS FUR DROP 2. PDF CHANNEL SS24 DENIM 1. FLOWER INSTINCTS HASH NECKLACE What do you think of this week's picks? Comment below!

Don't say UNDISCOVERED not for the people. Here are ten brands under 500 followers. Most look like they're just starting out and it's looking very promising, it'll be interesting to see how they go on to develop and do in the future. Show these brands some love.

I was talking to a brand owner last week and he said something that stuck with me and prompted this post idea. I asked them where they were based and he said that where he was from wasn't a very “fashionable” place. Now a lot of people believe they’re capped in what they can do creatively because of their location and yes while there may be some truth to it sometimes, I think you're doing yourself an injustice if you let this hold you back. Sure, being in a big well known city where you can make a connection and put yourself in circles that further accelerate your creative endeavours is a smart idea and I still encourage that. But I wanted to highlight why your location doesn't matter as much as you think. 1) Be the First If there’s no big brand that's made it from your city or town, be the first. It's legit easier to stand out as there isn't as much competition. Start local, Think Global. We often think it's impossible because we haven't seen anyone else do it. Chances are there are thousands of other people who are in a similar mindset to you. Why not put your city on? Decide that you're gonna become the face of fashion/streetwear from where you're from and be the example thousands of other people were waiting for. 2) Make do with what you got If you're still in education, you have such a huge advantage because there are people like you all trying to make it, use them and use your friends. Connect with those people to achieve your goals eg aspiring photographers, journalists, directors etc. Additionally, you have the internet, you can make online friends and find online communities. All inspirations and resources can be found online, don’t take it for granted. 3) It's not all that it seems It's not all sunshine and rainbows in the big cities. People often think your life changes for the better instantly but the truth is you have to put in the graft to use that new environment and make shit happen. Not to mention these big cities all come with their own new issues you may not be aware of. This post is merely to correct your mindset in the right direction for your creative endeavour. I hope this post helped you.

What's Dropping this Week? I got you MONDAY 4TH MARCH Vandy the Pink Drop TUESDAY 5TH MARCH Alive Form Flaine Collection WEDNESDAY 6TH MARCH CORVIDAE Embossed Logo Puffer Jacket THURSDAY 7TH MARCH Better with Age Shorts Divin by Divin Windbreaker Jacket FRIDAY 8TH MARCH Esenes x Bravest Custom Tabi Timbs Saalt Studio Oat Hoodie Ditch Hoodie Drop Bottega Desires Washed Denim Shorts Lost and Found Tribal Bunny Hoodie Worldwide Denim "All Eyez on Me" T Omnee World Painted Bomber Jacket Midwest & Beyond Red Rock Camo Oil Washed Hoodies Jakis Christ Darkrealm Puffer SATURDAY 9TH MARCH Aktivelab Monochrome Tracksuit SUNDAY 10TH MARCH Have You Died Before Fade Decay Denim AfterHours Orca Set Flower Instincts Hash Jacket

Here are this week's Fashion Drops of the Week, for the week commencing 26th February, for the 9th week of 2024. 10. MENACE LA DROP 9. FUGAZI DELIVERY TWO 8. CAPENCI ESSENTIALS 7. BLUINDIUM COLLECTION 02 6. PRIVATE AFFAIR SACRED HEART HOODIE 5. BBIMP SANDAL DROP 4. LAST DISCIPLE X YOUTHOOD BRAND NARROW PATH SANDAL V2 3. ESENES X BRAVEST BRAINIACS 2. NO FAITH STUDIOS DROP 1. MAGDALSADE CATHEDRAL DUFFLE BAG What do you think of this week's picks? Comment below!

A few dope pieces that caught my eye recently, which ones are you feeling? FRESHIAM DENIM SETS Freshiam released their Infinite Collection a few weeks back including these denim sets and a range of hardware pieces. KRAFTWORK DUA CARGO Kraftwork Dua cargo is a flared cargo that surrounded by eight pockets, including completely detachable waist cargo pockets. It also dropped not too long ago so is available right now. WHYWOULDULIE TAG HOODIES Whywouldulie sized up inside tags and hand sewed them on the outside with neon green stitching. SUBSTRATE BONE CLOG The most recent dropped on the list having arrived just yesterday, the clogs having been long anticipated after being previewed for months now.

Bluindium, led by visionary designer Blu, unveils a captivating collection that defies convention with a fearless fusion of leopard prints, luxurious fur accents, and ready-to-wear elegance. Inspired by the untamed allure of the wild, Blu seamlessly integrates bold leopard prints into sleek designs and statement pieces, inviting wearers to embrace their inner strength and confidence. Complemented by opulent fur trims and plush 2 piece sets, Blu's designs exude luxury and sophistication, while maintaining versatility for seamless transitions from day to night. With meticulous craftsmanship and attention to detail, Bluindium celebrates individuality and empowers wearers to express themselves with poise and panache, making every ensemble a true testament to bold self-expression and timeless style. Words by @lohokur