Global retailer END. continues its 20th anniversary celebration by serving up a fresh drop that’s equal parts nostalgic and street-savvy.
The brand’s latest capsule pays tribute to its Newcastle roots and the unmistakable charm of the British seaside, where memories are made over salt and vinegar chips and neon-lit arcades.
This next chapter in END.’s anniversary lineup is a full-sensory homage to its coastal hometown — and it’s done the END. way: playful, stylish, and deeply personal. The collection draws from the cultural staples of British beach life — the classic fish & chip shop, the cool spray of the North Sea, the glow of arcade lights — and reinterprets them through collaborations with Adidas, London-based Picante, and Manchester’s own Local Space.
At the heart of the collection is the END. x adidas BW Army ‘Chip Shop’, a reimagining of the iconic BW Army silhouette that’s been fried to perfection with British flavour. Featuring scale-textured side panels, fluffy laces (think crisp batter), and co-branded vinegar packet detailing on the tongue and insole, the sneaker blends heritage with high-fashion humour. A gum sole, dark suede heel, and newspaper-inspired insole — collaged with clippings from previous END. x adidas drops — elevate the story with rich, textural nods to takeaway culture. The final product? A culinary-meets-streetwear classic with undeniable sole.
END. didn’t stop at footwear. Expanding the drop into apparel and accessories, the brand enlisted two of the UK’s most dynamic streetwear voices. Picante brings seaside swagger to a six-piece capsule of graphic tees and long sleeves, transforming vintage chippy menus, bold retro typography, and newspaper print textures into must-have staples. Meanwhile, Local Space steps up with two signature logo caps, enhanced with bespoke embroidery that ties directly into the chip shop theme.
The campaign imagery is as authentic as the concept itself. Shot in a real Newcastle chip shop by END.’s in-house creative team, it features real staff members from END. stores across Newcastle, Glasgow, Manchester, London, and Milan. The visuals blend documentary-style realism with stylized storytelling — a tribute to the people behind the brand and the community that built it.
Collection Launch Details:
END. x Picante & END. x Local Space — Dropped Friday 11th April | Priced from £57 / €69 / $69
END. x adidas BW Army ‘Chip Shop’ — Available via END. Launches Friday 11th April, for general sale Friday 18th April | Priced at £120 / €139 / $140
This drop isn’t just about product — it’s about place, people, and purpose. A celebration of END.’s journey from local legend to global powerhouse, told through the textures, tones, and tastes of a classic chip shop.
Because at END., storytelling isn’t a campaign. It’s the craft.