END to celebrate 20th anniversary with series of collaborations and events

Luxury streetwear and sportswear retailer END is celebrating its 20th anniversary with a series of collaborations, limited-edition releases, curated events and activations.

Having kicked off the celebrations last month with its ‘Tie the Knot’ collection and campaign with Adidas Originals, featuring releases of co-branded ‘Superstar Vintage’ and ‘Japan OG’ silhouettes, END has most recently joined forces with French outdoor specialist and long-term partner, Salomon, on a new interpretation of the brand’s popular ‘XT-6’ silhouette.

Each different collaboration will celebrate END’s North East roots and its "deep connection to British subculture, storytelling, and community", with themes inspired by the coast, convenience stores and nightlife culture.

END has been working closely with brand partners including Needles, C.P. Company, Stone Island and Y-3 to co-create bespoke collections and limited-edition products inspired by the themes.

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.

"These principles are at the heart of everything we do and will continue to guide us through the next 20 years at END."

From April to May 2025, END will celebrate the British coastline, described as "a significant part of the nation’s culture and nostalgic memories". The seaside theme will highlight quintessentially British experiences, such as fish and chip shops, coastal arcades and beach outings - embodied through products and brought to life through events.

The collaborations will focus on brands renowned for their outdoor functionality, including Mizuno and Adidas. A blend of playful aesthetics and retro influences will define the collection, "capturing the spirit of the British seaside". Additionally, luxury streetwear brand Aries will "bring its punk subversiveness", while Crocs will "add its signature light-hearted personality".

During July and August, END will pay tribute to the British corner shop, described as "a cultural staple that embodies familiarity, versatility, and community". Designs will be playful and graphic-driven, featuring bold logos and bright colour combinations.

Selected brand partners will bring the vision to life through vibrant apparel, accessories, and limited-edition collectables inspired by corner shops, including snack-themed fashion items and tote bags styled after everyday essentials. C.P. Company, known for its signature garment dyeing technique, will join the collaboration line-up, as will Japanese sportswear brand Asics.

As the year draws to a close, END will honour another cultural cornerstone: the British pub. For that, END will once again collaborate with Adidas Originals, as well as Stone Island, Puma and about:blank.

Collections will include heritage casual wear, sportswear, and retro-inspired designs, with vintage-style team kits, music-inspired graphics, and warm, textured materials reminiscent of traditional pub interiors.

Callum Hill, Senior Collaborations Design Manager at END said: "Each concept was chosen to reflect END’s story over the past two decades and what has defined us: thoughtful curation, community, and British cultural influences with global appeal.

"Through these themes, we’re not just celebrating 20 years of END, we’re inviting our customers to reflect on the shared moments and stories that have shaped their connection to us."

Beyond products, the anniversary celebrations will include a dynamic slate of pop-ups, activations, immersive exhibitions, interactive workshops and experiential events "designed to create unforgettable moments for the END community", while showcasing the retailer’s ability to blend commerce with culture.

In October 2024, as END approached its 20th anniversary year, it was acquired by private equity firm Apollo Global Management from The Carlyle Group.

When The Carlyle Group acquired a majority stake in END in March 2021, the retailer’s co-founders, Christiaan Ashworth and John Parker, retained a significant minority stake and remained on the board of directors at the company.
However, the Apollo takeover reportedly meant that the duo fully exited the business they founded in Newcastle in 2005.