On Thursday 4th October we celebrated the 2nd Anniversary of the TOWER Brick Lane store with an in-store party. The event was in collaboration with CAT Footwear and featured the much-anticipated re-launch of CAT Footwear’s Intruder silhouette. More on the CAT Intruder here.
Now bearing the impressive title of South Koreas largest sportswear company, you wouldn’t guess Fila’s roots were so humble. When the brand was founded in Italy over a century ago (1911), by the Fila brothers, the brand primarily manufactured underwear. In fact, it wasn’t until the 1970’s that Fila made movements into sportswear. Kitting out Swedish star tennis player, Björn Borg, rocketed the popularity of the brand to new heights. Demure tennis whites were revamped with bold, stylish splashes of red and blue. You’ll still find Fila’s present-day apparel taking inspiration from Borg’s original gear – most notably the iconic pinstripe polo shirt
Fast forward 30-odd years to 2007, when Fila was taken over entirely by Fila Korea (previously a separate company operating the brand under license) and the brand has continued to stay ahead of the game by ensuring their product always remains as fashionable as it is technical. The iconic Fila box logo now emblazons the everyday street wear of the style conscious around the globe
On the footwear front, Fila has been enjoying a resurgence the past couple of years. A popularity most notably seen in the uncompromising silhouette of the Disruptor. This unisex 90’s throw-back is not a sneaker for the faint-hearted. The Disruptor blends the very best of Fila’s sporty heritage with modern accents. Fila’s signature branding and a low-cut ankle are paired with a fierce, chunky outsole
Just launched is the Disruptor II Premium, an update on the classic shape, the Disruptor II features premium leather uppers in mono and metallic colourways
Appearing on the scene well before the Balenciaga Triple S, or the Yeezy Wave Runner 700, the bulky aesthetic of the Disruptor doesn’t seem to be going anywhere anytime soon
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You’d be pretty hard-pressed to find a Vans silhouette that hasn’t become an icon, but maybe even the Sk8-Hi ranks above the rest. Seriously, who hasn’t copped a pair of Sk8-Hi’s?
This high top silhouette was first released in 1978, originally under the unassuming name of “Style 38” (renamed in ‘95). It became the second style to bear the brands signature sided-stripe design, the first being –other icon-the Old Skool
The Sk8-Hi quickly rocketed to fame in the skateboarding scene. It proved to be not just a silhouette elevated in both comfort and functionality, but style also
Since the 70’s the Sk8-Hi has been revamped and reissued many times over. No colourway or material has been off-limits, truly demonstrating the versatility of this much-loved sneaker
Our first appearance at a Crepe City event. We went in raring to go and collaborated with Saucony. Up for grabs in our space were pairs from Saucony’s Dirty Snow Pack and fresh variations on the Shadow 5000, Shadow Original Ripstop, Grid 8500, Grid 9000 Knit and the classic Saucony banger, the Jazz Original. These newest Saucony silhouettes sat alongside some true vintage pairs and TOWER x Crepe City caps, tee’s and hoodies
June saw our new store open in West London’s Earl’s Court Road. Alongside a custom mural created by street art collective, Graffiti Kings, this store features the world’s first Dr. Martens shop-within-a-shop. That’s pretty monumental. To celebrate the launch we hosted an in-store party alongside the guys at Crepe City & Dr. Martens
Watch the launch Party video;
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For our second attendance at Crepe City we collaborated with Eastpak. Featured were embroidered bags from their limited edition Sukajan collection. We brought along with us some of our latest releases; new colourways of the Clarks Originals Trigenic, a two-colourway ASICS camo pack and some Vans Old Skool reissues
Wouldn’t be right to ignore the 1st B’day of our East London flagship. To top it off we’d just started stocking New Balance, so September brought with it plenty of reasons to celebrate. We rocked our Brick Lane store with the guys from Crepe City and New Balance. When the lights came on, we headed down the road and kept the party going with an after-party sponsored by Vans
Watch the party video;
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The third and final CC event of the year saw us partner with Sprayground, the New York-born brand much-hyped for their backpacks and mad designs. Alongside Sprayground’s accessories, we featured Van’s latest Half Cab styles, new season ASICS, Saucony, Clarks Originals, and the recently dropped suede edition of the FILA Trailblazer. In a nod to our footwear heritage, we brought some of our premium Dr. Martens silhouettes.
To round up our year of in-store events we got festive and threw a Christmas party in partnership with Dr. Martens. London-based DJ group Born N Bred performed, drinks were sponsored by BrewDog
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