Streetwear is everywhere, but no two places wear it the same. In our recent work with Zalando, we helped launch Cultural Ties – a first-of-its-kind exploration into the communities, styles, and cultures that are shaping streetwear trends across some of the most influential cities in Europe.
In Cultural Ties, Zalando spotlights six unique local communities from Amsterdam, Antwerp, Berlin, Paris, Stockholm and Warsaw. Championing the voices of those at the heart of streetwear culture, the project offers fans an authentic insight into what it really looks like in these cities today.
Featuring in-depth interviews, original photography by Timothy Schaumburg and Shahram Saadat, trending streetwear product style guides – powered by Zalando’s Trend Spotter Tool – and must-visit curated “Hotspots” in street culture, Cultural Ties explores streetwear to a new level of depth.
Viewable online at Zalando and in an incredible limited edition coffee table book available to industry insiders, the project also included a six-piece merch collaboration with adidas Originals – each piece uniquely inspired by one of the featured city streetwear hotspots that appear online and in the book!
“Designing the book is definitely a design career highlight so far. It was incredible to be part of this project from the outset and understand just how much hard work goes into producing something of this scale.
We worked really closely with the client and our own amazing communication and design teams to craft this visually stunning piece of art that balances aesthetics with storytelling beautifully. Every detail, from typography and layout to image curation and colour palettes, was meticulously planned and debated to make sure every spread felt cohesive and engaging. Seeing the final product—a tactile piece of design that invites discovery—was a deeply rewarding outcome for everyone involved.”
Maura Glynn, Middleweight Graphic Designer, Smarts
We’re thrilled to have played a part in supporting the diverse voices of streetwear communities across Europe and to be bringing cross-city inspiration to streetwear lovers everywhere.
Check out Cultural Ties and its celebration of European streetwear through stories, style and spaces here.