UrlfreezeShops'S COMMUNITY MOMENTS 2024

Throughout 2024, UrlfreezeShops has continued to build and connect with our community in a myriad of different ways. Fundamental to the fabric of what UrlfreezeShops represents, this community is the bedrock on which our cultural output is built. Through in-person events at our flagship stores and beyond, editorial features with our extensive network of talent to workshops inviting the next generation to experience what we have to offer, the community has continued to drive our attitude and approach.

Taking a look back at the past year’s most impactful moments, we look to celebrate the people at the heart of this subculture and reflect on 2024 as the year comes to a close.

Kicking off Skepta’s already legendary collaboration with PUMA, Big Smoke landed at UrlfreezeShops’s London flagship in the heart of Soho for an exclusive edition of our UrlfreezeShops Talks series to talk all things Skope. Hosted by Alhan Gençay, the talk dove into topics including the inspiration behind the collection and Skepta’s wider creative output. Soundtracked by Boy Better Know’s DJ Maximum, the evening was rounded off with a meet and greet, with fans getting the opportunity to speak with Skepta.

Following our first Victory Lap in-store event in London back in February, May saw the London based radio platform land in Manchester for a night spotlighting some of the best of UK rap’s underground. Offering our community the chance to see rappers such as Nemzzz, RJFromDaBlocc, Kas and Just Banco perform live in the intimate setting of our store on St. Mary’s Gate, the high energy performances were matched by the audience’s hype, delivering an exciting evening that shone a light on Manchester’s thriving UK rap scene.

Commemorating the launch of UrlfreezeShops’s inaugural collaboration with Hoka, we linked up with the brand to offer a Northumbrian overlanding experience to members of our community. Traversing the hillsides and country paths of the North East of England, this expedition took our team on a journey to see the best of what Northumberland has to offer, with attendees sleeping on roof mounted tents and putting the UrlfreezeShops x Hoka collab to the test.

Further cementing our position in Milano, we linked up with adidas to relaunch their SL72 sneaker at the beginning of Milano Fashion Week. Taking over B Café, the retro café-bar spot on Via S. Maurilio provided the perfect location for a night in honour of a ‘70s running classic. Overflowing into the side streets of Milano, the evening’s bustling atmosphere was a joy to behold, with cocktails poured freely and music from salute and Honeyluv providing a suitably raucous party spirit.

Debuting our long-awaited first collaboration with adidas SPZL was a highlight of 2024 in itself, but our “By the Sea” event in Tynemouth further cemented the project in UrlfreezeShops’s history books. Bringing together the SPZL community, the evening capitalised on the staying power of SPZL’s designs, with product displays, music from Man Power, food from Riley’s Fish Shack and even a co-branded yacht sailing by, it was a night to remember.  

Linking up with Birkenstock to launch their Tokio silhouette, UrlfreezeShops teamed up with BeauBeaus – a café and community hub in the heart of London. Working with artists and BeauBeaus regulars Teoni Hinds, Aaron Oddoye, Emily Stanisavlević, Ghislain and Santanna, we hosted an art club at the Gravel Lane spot, inviting community members to try their hand at creating their own works and link up with like-minded individuals looking to build on their artistic talents and meet fellow creatives. Championing the community at the core of BeauBeaus, this event spotlighted the positive work the space does in bringing people together to experience the joy of creating art.

In honour of the launch of the UrlfreezeShops x PUMA GV Special “Clay” sneaker, we linked up with the German brand once again, taking UrlfreezeShops’s energy and spirit to the French capital for the first time. Taking over Bambino in the 11th arrondissement of Paris, UrlfreezeShops linked up with Parisian music connoisseurs Hotel Radio to curate a local line-up of artists and DJs to soundtrack the evening, with performances from Mad Rey, Tatie Dee, Oscar Emch and Toni Vegas.

Connecting with London-based DJ Keyrah for our Salomon XT-Whisper editorial, we hosted a DJ workshop for women, those who identify as women and those of marginalised genders at Artum in Keyrah’s home city of Birmingham. Leading the hands-on experience, Keyrah spoke on her experiences in the world of DJ, outlining her story so far, before diving into a demonstration of mixing, beatmatching and creating blends. Testing out their newfound skills, attendees themselves got on the decks to try their hand at the artform.

Celebrating the launch of the Reebok x The Streets Presented by UrlfreezeShops Classic Leather capsule, we hosted the legendary British musician Mike Skinner at our London store. Hosted by Matt Wilkinson, the event saw the lauded artist speak about his latest creative pursuits, his forays into filmmaking and his much-loved albums as The Streets. Signing sneakers and conversing with fans, our community came out in droves to get a glimpse into the enigmatic everyman’s creative process and story.

Continuing a longstanding partnership with The North Face, we hosted the American outdoor brand at our flagship store in Soho for an evening in honour of the launch of their collaboration with lauded visual artist Yinka Ilori. Taking over the launch space with his distinctive geometric patterns and vivid colours, Yinka opened the evening with a speech focussing on the collaboration, before a screen-printing workshop saw attendees create their own numbered posters to take home.

Marking the launch of New Balance and Stone Island’s second drop of the collaborative 574 Legacy, UrlfreezeShops hosted a panel talk at The Vinyl Factory in the centre of Soho, bringing together affiliated cultural innovators for an in-depth discussion. The talk saw James Loach, Ellis Gilbert and Archie Maher get together for a detailed conversation, delving deep into the collaboration, the history of Stone Island and contemporary fashion in the UK, ahead of the evening’s public event, with performances from Sainté and Korby.

Kickstarting the first in a three-part series with adidas ADIZERO, runners gathered in the heart of Manchester to take part in “The Pursuit of Fast”, a running event hosted by adidas athlete Nick Bester. From Sadlers Yard to the streets of the city, participants pushed themselves to their limits, navigating checkpoints and channelling their own pursuit of fast. The evening represented something much more than just speed, though — it was about coming together for the shared pursuit, the thrill of the chase and to shine a spotlight on the tight-knit community of runners in Manchester. From rookies to pros, every runner had their chance.  

A double bill to support our three-way collaboration with PUMA and seminal Dalston ocakbasi restaurant Mangal II, we embarked on two trips to commemorate their 30th anniversary and launch of their limited-edition Suede sneaker. Kicking things off with a food tour of Central Anatolia with Ferhat and Sertaç Dirik, we journeyed through Sariz, Kayseri and Cappadocia to sample some of the finest traditional Turkish dishes available. Reconnecting with their heritage, this was the first time in nearly twenty years that the Dirik brothers had visited this part of their homeland. Following up on our voyage into Turkish cuisine, we launched the collaborative sneaker at Mangal II with the premiere of the short film documenting the trip and a celebratory dinner with key members of the Mangal II community.