Streetwear is more than style, it’s a culture code, that’s constantly evolving, making it hard to define and even harder, for Zalando, to authentically build credibility in the space.
But as a platform committed to inclusivity and self-expression, we saw an opportunity for Zalando, to help tell Streetwear’s story from the people that know it best – the urban communities inspiring, experimenting and redefining what it looks like.
Amplifying their voices to unite and inspire communities across continents, cultures and styles.
Cue a deep exploration into the fabric of streetwear and its communities – Cultural Ties – combining data, brand insights, original content and fashion collabs.
We brought the idea to life across six European cities – Berlin, Paris, Antwerp, Warsaw, Amsterdam and Stockholm – capturing interviews with leading voices in their streetwear communities, as well as handpicked places to explore native streetwear looks.
The work culminated with a Zalando coffee table book and online edit for consumers to browse, shop and take inspiration from. We also devised and delivered a concept for local activations: ‘city tours’, which were hosted for media and influencers across the featured cities, exploring local streetwear culture.
And we celebrated it all with a collaboration with Adidas Originals, who crafted a 6-piece merch drop in recognition of the role community spaces play in streetwear culture.
