END. Continues 20th Anniversary Celebrations with adidas, Picante & Local Space with 'Chip Shop' Inspired Collection
Today, global retailer END. proudly unveils the next chapter of its 20 th anniversary celebrations with a heartfelt homage to its Newcastle birthplace and cherished North East coastline. This latest wave of activity draws inspiration from quintessential British seaside pastimes, from classic fish & chips and the bracing beauty of the North Sea to the neon glow of arcade games. Through a series of exclusive collaborations, limited-edition products, this latest celebration of END.’s 20 th anniversary is grounded in authenticity, capturing the essence of coastal Britain, where memories are wrapped in newspaper, shared over salt and vinegar chips, and made under neon arcade lights. This celebration honours not only the brand's birthplace but the journey from local roots to international recognition.
Spearheading the collection is an exclusive partnership with adidas, reimagining the archival BW Army silhouette through a uniquely British lens. The END. x adidas BW Army ‘Chip Shop’ sneaker is an ode to the chippy, an emblem of British summer time, the pride and joy of many British beaches. END. joins forces with adidas to present a culinary-meets-streetwear twist on the iconic sneaker, served in the silhouettes classic white and grey combination with scale-textured side panels reminiscent of the catch-of-the-day. Fluffy laces add further texture to the sneaker, while a contrasting dark grey suede panel sits to the heel. Co-branded patches at the tongue cement adidas and END.’s partnership further sat above a signature adidas gum sole unit. Inside, the shoe’s insole is composed of collaged articles from previous END. and adidas collaborations, mirroring the traditional fish and chips wrapping: newspaper. A co-branded vinegar packet details both the insole and the underside of the tongue, while bespoke box branding adds further fanfare to the union. END. x adidas BW Army ‘Chip Shop’ blends humour, heritage, and high-fashion craft, perfectly embodying END.’s signature approach to storytelling through product.
Expanding the collection into apparel and accessories, END. teamed up with two dynamic UK-based brands, London label Picante and Manchester-born Local Space to deliver a playful twist on seaside nostalgia through the brand's unique lens and modern streetwear aesthetic. Picante’s six-piece capsule collection plays with iconic fish & chip shop visuals, translating vintage chippy menus, bold typography, and newspaper textures into contemporary graphic tees, long sleeves, and more. Their vibrant visual language brings the fun and familiarity of the seaside into everyday wear. While Local Space contributes two of their signature Logo Caps, elevated with custom Chip Shop branding and embroidery that ties directly into the overarching theme. The result is a playful, wearable homage to British summertime tradition.
In true END. fashion, the campaign brings the collection to life through a lens of local pride and global vision. Shot inside a real Newcastle chip shop, the campaign features END. team members from stores across Newcastle, Glasgow, Manchester, London, and Milan, celebrating the people and spirit behind the brand. Captured by END.'s in-house creative team, the visuals blend documentary-style authenticity with stylized storytelling, echoing the retailer’s continued commitment to community and craft.
END.’s Chip Shop collection launches initially with END. x Picante & END. x Local Space collections on Friday 11th April priced from £57/ €69/ $69, followed by END. x adidas BW Army ‘Chip Shop’ sneaker, dropping on END. launches on Friday 11th April, available to buy on Friday 18th April 2025 priced at £120/ €139 / $140
