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Browns to launch "Sneaker Beast" – a month-long celebration of sneaker culture – in collaboration with Stadium Goods

Tom Bottomley
10 May 2019

Next Wednesday 15 May will see the launch of “Sneaker Beast” at luxury London retailer Browns, a dedicated one-month celebration of sneaker culture which will include an exhibition of iconic styles from Stadium Goods, the dedicated premier sneaker and streetwear marketplace.

Highlights will include a host of exclusive capsules and product launches which will be available at Browns East, Shoreditch, and online at

Over the four-week period there will be a series of hot exclusives and activations that celebrate the all-encompassing world of sneakers, street culture and its community.

This first-ever collaboration with Stadium Goods, which joined Browns as part of the Farfetch family in January 2019 (Browns was acquired by Farfetch in May 2015) will showcase the merging worlds of sneakers and luxury products. Stadium Goods will bring an exciting edit of their unrivalled offering, as well as an exhibition of their one-of-a-kind trophy case. A selection of both previously sold out and ready to wear styles will be available.

Alongside Stadium Goods, Browns has curated an enticing edit of sneakers from brands such as Prada, Off-White and Gucci highlighting the significance and phenomenon of sneaker culture across the entire industry.

Holli Rogers

Browns CEO, Holli Rogers, said: “We couldn’t think of a better partner than Stadium Goods to promote streetwear and sneaker culture within today’s landscape. We are thrilled to be able to utilise the Browns physical and online space to create a platform for both the Stadium Goods offering as well as continue to highlight the Browns edit and our pioneering efforts to augment the retail experience and bring clients unique products and services that they don’t normally expect.”

To mark the partnership, Browns will celebrate the community that has made the sneaker world the revered space we have now come to know. This includes a three-way co-branded collaboration with Stadium Goods and London-based creative institution, Superimpose (via Services Unknown) to design a capsule of exclusive exhibition merchandise that will include T-shirts, track pants, lighters, candles and more.

John McPheters, co-founder and co-CEO of Stadium Goods, commented: “We are excited to partner with Browns to lead this month-long celebration of streetwear culture and bring our unparalleled selection of curated products to their unique space. With our first-ever physical presence in the UK, this opportunity will expand access for new customers to learn more about Stadium Goods and experience our brand in person.”

The month will also see a host of experiential retail activations that celebrate sneaker culture and the creatives that inspire their world. It will be the first time Adidas will be stocked at Browns East, with the launch of its female focused "Magmur" sneaker, which will precede a week-long celebration of collectors titled "Women who Lace".

Clothsurgeon, the London based luxury British menswear brand that explores a directional aesthetic mixing sportswear with Saville Row style tailoring, will also be popping up to create an exclusive capsule which reinterprets modern streetwear and delivers access to upcycled styles.

In addition, much hyped US streetwear label, Chinatown Market, will be providing a drop in-store, as well as online, with exclusive prints on a selection of jersey pieces and their most iconic sporting goods.

Chinatown Market will also be headed over to London for the first ever in-store Browns "Custom Lab" for one-day only on Saturday 1 June.

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