To celebrate its 20th anniversary, END. kicks off a new collaborative chapter by partnering for the first time with the iconic French maison Lacoste. The result? An 8-piece capsule collection that celebrates the golden age of ’90s arcade culture, the nostalgic charm of game halls, and the timeless style of British seaside towns. At the center of the campaign are Grime Gran and two emerging rappers. Let’s dive into the details.
Blending Lacoste’s relaxed elegance with END.’s contemporary aesthetic, the collection reinterprets classic sportswear through a lens of craftsmanship, heritage, and an irresistible pop twist. Inspirations are drawn directly from cult classics like Sega Rally and Need for Speed, featuring bold graphics, oversized checks, and racing motifs in vintage shades of blue and green that cover blousons, tracksuits, polos, and jerseys.
Completing the look is the Umpire sneaker, reimagined in rough off-white suede, adorned with vintage club patches and metallic Lacoste crocodile logos. The entire capsule is marked by END. x Lacoste co-branding in classic blue and green tones.
To tell the story of the collaboration, END. and Lacoste chose the perfect setting: the historic Whitley Bay arcade, just steps away from Newcastle, END.’s hometown. Starring in the campaign is Grime Gran, the inimitable “grime grandma,” accompanied by rising rappers Tazo and Shack. Together, they bring to life a North vs. South showdown that paints a picture of a modern Britain: creative, free, and unbound by age or origin.
As if that wasn’t enough, the arcade universe holds a surprise: model maker Will Child has created a limited-edition Grime Gran figure, available with the purchase of the collection at END. stores in Newcastle, Glasgow, Manchester, London, and Milan. Additionally, the first 20 customers at each store will receive an autographed print (1 of 100) signed by Will Child himself. In this case, winning really is a matter of speed.
The END. x Lacoste Arcade capsule launches today, April 28, 2025, with prices ranging from €145 to €369, available on endclothing.com, at END. stores, and at Lacoste Regent Street, London.
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