END marks 20th anniversary with truly British ‘Chip Shop’ collection

To celebrate its 20th anniversary, global fashion retailer END has launched the next phase of its commemorative year with a uniquely British twist - a ‘Chip Shop’ capsule collection that pays tribute to the brand’s North East roots and the rituals of UK seaside life.

END is celebrating its 20th anniversary with a series of collaborations, limited-edition releases, curated events and activations. Last month, it kicked off the celebration with a ‘Tie the Knot’ collection and campaign with Adidas Originals, followed by joining forces with French outdoor specialist Salomon on a new interpretation of the brand’s popular ‘XT-6’ silhouette earlier this month.

Building on its series of exclusive collaborations and community-led campaigns, this latest drop fuses fashion, humour, and heritage, drawing inspiration from fish and chips, neon-lit arcades and the beauty of the North Sea. At the heart of the release is an exclusive sneaker developed in partnership with Adidas, alongside apparel and accessories designed with cult UK labels Picante and Local Space.

Parker Gundersen, CEO of END, said: "Our 20th anniversary means a lot to us. It’s been quite a journey and we want to celebrate with the brands that have been with us every step of the way. We want to take time to show our appreciation and celebrate together.

"As we look to the future, we remain committed to doing what we’re best known for and the values that have defined us, continuing to be the most credible, authentic and inspiring destination in the market."

The hero of the collection is the END x Adidas BW Army ‘Chip Shop’—a playful, detail-rich reinterpretation of the archival silhouette. Designed with textured side panels that mimic fresh-caught fish scales, plush laces reminiscent of crispy batter and a co-branded vinegar packet printed on the insole and tongue, the sneaker captures the full fish-and-chip shop fantasy. The gum sole, a signature Adidas feature, grounds the piece in sportswear heritage, while the bespoke box design elevates it into collectible territory.

Apparel comes courtesy of London’s Picante, known for its tongue-in-cheek graphic storytelling. Their six-piece capsule transforms retro chip shop visuals and vintage menu motifs into wearable designs, splashed across tees, long sleeves, and more. To finish off looks, Manchester-based Local Space created two special-edition Logo Caps with custom embroidery.

The campaign was shot inside a working chip shop in END’s hometown of Newcastle and features team members from END stores across the UK and Milan.

The Picante and Local Space ranges launched on 11 April, with prices starting at £57. The Adidas ‘Chip Shop’ sneaker follows on 18 April, retailing at £120.