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Streetwear at the fore

WAY OF LIFE: Asha Phillips

THE FOUNDER of the first ever Streetwear & Athleisure Festival, SWAAF, has promised visitors a quintessential British urban experience when the inaugural event takes place in east London next month.

Taking place at the at The Old Truman Brewery in Brick Lane, SWAAF has been billed as ‘the first ever consumer celebration of Streetwear & Athleisure all under one roof with an exciting festival combining fashion and urban music.’

Brought about by Ash Phillips, the east London born businessman said attendees will, on September 15-16, be able to shop the latest Streetwear fashion for men and women from a selection of ‘cool, independent brands including Lord of the Mics, Profit X Loss and Cole Buxton’.

With the Streetwear trend going from strength to strength on the catwalk and high street, coupled with the rise of influential artists from the urban, hip-hop and grime scene, Phillips believed the time seemed prevalent to shine a light and celebrate how these subcultures have contributed to a global cultural revolution.

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’.


ON DISPLAY: Profit X Loss will be among the labels on show

Ticket holders will be able to attend exclusive screenings of a selection of its biggest upcoming TV shows, including a premiere episode of rapper Tyler The Creator’s new show Nuts + Bolts.

The 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 customers to try out, along with classic nostalgic vintage arcade games like Street Fighter 2, Pac Man and Sega Rally.

Organisers have promised that the venue layout and theming will add to the two-day celebration using diamond link fencing and art to bring the space to life. #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 is set to showcase 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.

“The time is now for Streetwear and UK counter culture in general,” said Phillips.

He added:

“The need to showcase our influence and celebrate the fact that the UK is now buying more street brands and embracing more UK street music which is no longer being viewed as a fad, but more a way of life, a cultural shift has occurred.”

In addition to music on the stage #SWAAF has assembled a surprise expert panel to lead a discussion on How to create a Streetwear brand.


'LIVE': Lord of the Mics

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.

Phillips enthused:

"#SWAAF is a celebration of all aspects of Streetwear & Athleisure rolled into one epic event. We have curated an exciting mix of brands that represent the diverse styles and unique influence and combined this with relevant cultural representations like television, art, food, gaming and music – If you are interested in any one of these things then this is the event for you.”

#SWAAF – Streetwear & Athleisure Festival takes place at The Old Truman Brewery, Brick Lane London, on September 15-16.

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