In 2025, END. celebrates 20 years with a year-long series of events, activations, and collaborations with both established and emerging brands. From a small store in Newcastle to a global fashion destination, END. has redefined retail with flagship stores in the UK and Milan and millions of online visitors. Some of these collaborations have already been announced, while others will be unveiled in the coming months. END. has always valued local talent and communities, transforming its stores into cultural hubs. The 2025 anniversary program will pay tribute to the Northeast and British subcultures, with themes centered around the coast, convenience stores, and nightlife.
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The celebrations will kick off with the brand’s 20th-anniversary symbol—platinum and emerald—highlighted through collaborations like the “Tying the Knot” capsule with adidas and an exclusive Salomon XT-6, which has already been discussed. From April to May, END. will honor the British coastline with collaborations featuring Mizuno, adidas, Aries, and Crocs, evoking the nostalgic aesthetic of English beaches.
In July and August, END. will shift focus to neighborhood convenience stores with vibrant collections from C.P. Company, adidas, Salomon, and Asics. Toward the end of the year, the spotlight will turn to the concept of the British pub, with collaborations involving adidas Originals, Stone Island, PUMA, and about:blank, reinterpreting vintage pub aesthetics through fashion and music culture.
