End. Celebrates Its 20th Anniversary With a Year of Collaborations With Its Favorite Partners
Successfully navigating an industry with tremendous peaks and valleys for 20 years is no small feat.
U.K.-based sneaker retailer End. debuted in Newcastle in 2005 and has since expanded its brick-and-mortar presence to Glasgow, Manchester, London and Milan. But if you ask senior collaborations design manager Callum Hill — an industry veteran who has spent nearly nine years with the retailer — these are more than places that sell products. They are havens for experiences that push culture forward.
“End.’s journey from a small independent store in the North East to a globally recognized destination is all about curation, community and culture,” Hill told FN. “What shaped us in the early days — storytelling, collaboration and bringing people together — has translated across borders, from our home in the U.K. to our Milan store, or even the 8 million-plus global visitors who connect with us every month.”
Hill was quick to point out End. Launches, a registration system for limited-edition sneakers that debuted in 2016, as a reason the retailer has garnered fans worldwide. Also, he highlighted End. Talks, an ongoing series of conversations with prominent cultural figures (that has featured the likes of British grime rapper Skepta).
However, its End.’s meticulously crafted collaborations that have made the retailer stand out.
Hill’s personal favorites include the Saucony Shadow 5000 “Burger” from 2014 (“It showed how a local store could create something that resonated on a global scale”) and the New Balance Made in USA 997 “Persian Rug” in 2019 (“Being part of the select group of global partners to work on MiUS projects felt like a huge milestone”).
Because of its legendary run of collaborations, it’s fitting that End. is releasing several throughout the year to celebrate its 20th anniversary. End. confirmed several collaboration and limited-edition releases slated for 2025 that are created with both new and established partners.
Specifically, End. stated these releases will celebrate North East England and the best of British subculture. Also, End. explained they will center around themes that are deeply connected to its heritage, customers and cultural influences that are inspired by “the coast, convenience stores and nightlife culture.”
“We might not have as many collaborations as in some previous years, the focus has been on making each one meaningful,” said Hill, naming Diadora, Saucony, Clarks Originals and many others as this year’s partners. “Each project brings something distinct to the table, whether it’s pushing the boundaries of design, reviving archival influences or simply celebrating what makes each brand special in its own right.”
End. began its yearlong celebration in March with the release of “Tying the Knot,” a two-shoe collaboration with Adidas Consortium inspired by what it means to be in a long-term partnership. The collab included new-look iterations of the Japan OG W and the Superstar Vintage sneakers. Also, End. revealed a Salomon XT-6 collaboration late last month, dubbed “Emerald,” which is the gemstone traditionally associated with a 20th anniversary.
“Tying the Knot” arrived on March 7, with the Japan OG W retailing for $140 and the Superstar Vintage coming with a $175 price tag. “Emerald” debuted on March 28 with a $195 price tag.
Looking ahead, Hill stated End. has built three hubs that link back to its U.K. home. “For me, it was super important to build the themes around sources of cultural significance and Britishness to a degree without being cheesy or chintzy,” he said.
This month and next, End. stated it will celebrate the British coastline, using a seaside theme to highlight “the joy, inclusivity, and fun of quintessentially British experiences” including fish and chip shops, coastal arcades and beach outings. The collaborations will feature brands known for outdoor functionality, as well as sportswear standouts Mizuno and Adidas, and blend “playful aesthetics and retro influences.” Also, a collaboration with Crocs should be expected.
End. will then honor the British corner shop in July and August, a celebration of “the everyday aspects of British culture through a global lens” via bold logos and bright color combinations. Aside from an array of apparel, accessories and limited-edition collectables, the collaborations will include footwear with Adidas, Salomon and Asics.
And at the end of the year, End. stated it will honor the British pub, a place it described as a beacon of community gathering and connection via sports, music and storytelling. From a footwear perspective, the retailer’s fans can expect collaborations with Adidas Originals and Puma, as well as projects with Stone Island and About:Blank. These collabs will align “with the energy of the U.K. music scene, sports culture and classic pub aesthetics,” according to End.
Aside from the collaborations, End. confirmed the celebration will include several pop-ups, activations and experiential events “designed to create unforgettable moments for the End. community,” that showcase its ability to blend commerce with culture.” These will include immersive exhibitions, interactive workshops and more.