#SWAAF: Streetwear & Athleisure Festival Hits Brick Lane This September

#SWAAF: Streetwear & Athleisure Festival Hits Brick Lane Friday 15 & Saturday 16 September 2017, 11am till 8pm

This September sees the launch of the first ever consumer celebration of Streetwear & Athleisure all under one roof with an exciting festival combining fashion and urban music at The Old Truman Brewery, Brick Lane, London.

Over 2 days attendees will be able to shop the latest Streetwear fashion for men and women from a selection of cool, independent brands including Stay Dench, Profit X Loss and Cole Buxton.

Profit X Loss

Cole Buxton

Earlier this year Elle Magazine stated; “There’s a Streetwear explosion happening in fashion right now.”

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, the time seemed prevalent to shine a light and celebrate how these subcultures have contributed to a global cultural revolution.

“Streetwear is, of course, indisputably associated with hip-hop.” (Lauren Cochrane, The Guardian)

There will be live performances on Friday and Saturday from artists including Lethal Bizzle, 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.

Lord of the Mics

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’. 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.’

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. 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.

The venue layout and theming will add to the 2 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 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.

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.

Up and coming urban fashion show brand Le Marche will deliver a set of fashion shows across both days giving rising Streetwear brands a platform to showcase their new season collections.

Urban culture will also be represented through food and drink. The P Diddy and Rick Ross endorsed brands Ciroc and Belaire will host cocktail bars, alongside both Craft Beer and rum punch pop ups. Jerk Chicken will be available from Mamas Jerk who will be on hand after their summer food festival stint. Challenger cupcake brand Yvies Cupcakes will be retailing their assorted collection of delicious flavours like Lemon Cheesecake, Reece’s Pieces and Chocolate Nutella.

Tickets are available now SWAAF.com or Eventbrite.

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