With the reissue of the iconic adidas BW Army, END. — continuing to celebrate its 20th anniversary — pays tribute to Newcastle and the North East coast with a capsule that blends local roots and global vision. The British retailer transforms memories of fish & chips, arcade games, and the North Sea into a streetwear collection with an authentic feel.

END. x adidas BW Army “Chip Shop”

The highlight is the END. x adidas BW Army “Chip Shop” sneaker, an ironic reinterpretation of the classic BW Army. The side panels mimic the scales of fried fish, fluffy laces add texture, and the dark suede heel offers contrast. The insole, decorated with collages of past newspaper articles, recalls the chippy’s signature newspaper wrapping, while a printed vinegar sachet completes the concept. Everything comes in a custom box — the perfect blend of humour, heritage, and craftsmanship.

The collection expands through collaborations with Picante and Local Space. The London-based brand designs six garments that play with vintage menus, bold typography, and newspaper textures, turning chip shop aesthetics into contemporary graphics. Local Space, on the other hand, reinterprets its Logo Caps with embroidery inspired by the collection.

Shot in a real Newcastle chip shop, the campaign features END. team members from stores across Europe. A visual storytelling project blending documentary and style, reaffirming the brand’s commitment to community and creativity. With this collection, END. doesn’t just celebrate an anniversary — it celebrates British identity made of affection, irony, and shared tradition.