UK Streetwear is now widely accepted in fashion circles around the country and across the globe with brands like Trapstar, Benjart, Profit x Loss and much more hosting pop up shops, brand collaborations and other genius marketing strategies to gain a stronghold in the booming Streetwear market. Whilst most of these brands have a huge presence online and on social media, their physical presence is becoming more and more sought after. East London born marketing consultant Asha Philips is looking to tap into this gap in the market for physical streetwear platforms with SWAAF ( Streetwear and Athleisure Festival ) a two-day festival taking place in the capital of “Cool” Shoreditch.
As well as a host of UK Streetwear and merchandise brands including Profitx Loss ourselves, Trapped Magazine, Cole Buxton and many more, there will be live performances and appearances on Friday and Saturday from artists including Fekky, Paigey Cakey, Lord of the Mics, SNE and top producers The Fanatix will deliver their premiere DJ set alongside a range of surprise guest collaborators.
The festival also brings a unique big screen experience for fashion and music lovers, showcasing short form content in partnership with VICE’s TV channel VICELAND, ‘VICELAND Big TV experience’.
Entertainment continues with Pro E-Sport team and brand FNATIC hosting an exciting gaming area activating multiple games stations featuring the likes of Call of Duty and Fifa 18. Enthusiasts can play against each other in a bid for the top spot on the leader board. The latest VR headsets will also be on hand for visitors to try out, along with classic nostalgic vintage arcade games like Street Fighter 2, Pac Man and Sega Rally.
Along with the fashion Music and Gaming will be Food and Drink stalls and bars including Ciroc, Belaire Mamas Jerk, Yvies Cupcakes and much more.
And if you thought that was all, well think again as there will be an industry led panel discussion on how to start a streetwear brand and
Up and coming/award winning urban fashion show brand La Marche will deliver a set of fashion shows across both days giving rising Streetwear brands a platform to showcase their new season collections. Finally catering to the art lovers amongst you #SWAAF has curated an Urban Art Gallery, carefully selecting artists that capture key aspects of Streetwear culture. Using a mix of photography and illustration the exhibition showcases the distinct alignment and relevance of street fashion and urban music. Acclaimed photographer Uzo Oleh leads a distinct cast of artists including illustrators Hamed Hazel and Will Prince, along with newcomer Gen Williams.
Time and Place:
Friday 15 & Saturday 16 September; 11am – 8pm
The Old Truman Brewery, Brick Lane London, E1 6QR