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The first thing you have to know about Stadium Goods’ buzzy new multi-platform partnership with Browns, the London department store, is that it has fully earned its name. The second thing you need to know is, naturally, that name: Sneaker Beast.
From May 15 through the end of the month, Stadium Goods (the downtown New York sneaker re-seller and purveyor of sought-after streetwear) will set up shop at Browns East, the Shoreditch arm of the high-end retailer. There, the two stores will offer customers a group of products that vary so wildly and come from so many sources that it can be kind of hard to wrap your head around.
There will be everything from sneakers that would make even the most discerning collector do a double take (like the Chanel x Pharrell Williams x adidas Originals NMD Hu Trails originally made for the now-closed Paris boutique Colette) to exclusive products from Hatton Labs, a London custom jewelry studio. There’s even a three-way collaboration between Browns, Stadium Goods and the London creative agency Superimpose that doesn’t feature a single sneaker. But you will find everything from clothes to lighters to candles in it.
“One of the things that’s really exciting for us about being part of the Farfetch family is that our products commingle very well with high fashion and lifestyle goods,” said John McPheters, the co-CEO of Stadium Goods, referencing his store’s recent acquisition by Farfetch (which also owns Browns). “This is very much our first foray into doing collaborative products, and we wanted to broaden the product mix beyond what we had done to date.”
Still, this is very much about the sneakers, as the project’s name will attest. Stadium Goods is even bringing an edition of its much-hyped Trophy Case to Browns East, which will feature shoes from the fastest-selling sneaker drops of all time. (Virgil Abloh’s work with Nike is represented, as are Louis Vuitton’s collaborations with Supreme and Kanye West.)
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