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To mark its twentieth anniversary, cult menswear retailer END. launches a new chapter in its ongoing exploration of British cultural touchstones, turning everyday street-side icons into objects of reverence. The first in a conceptual trilogy of capsules — titled The Newsagents, The Late-Night Store, and The Greengrocers — kicks off with a collaboration that’s equal parts nostalgic homage and technical design feat.
In partnership with adidas, END. presents the HRMY “Newsagents” sneaker, a lifestyle reinterpretation of a silhouette that merges Y2K aesthetics with cutting-edge comfort tech. Rendered in a soft Light Granite palette, the upper features gradient mesh and metallic overlays, subtly nodding to the smudge of newspaper ink — a tactile memory embedded in the everyday ritual of grabbing a paper and a snack.
An ice blue sole accent adds contrast — a cooling, nostalgic edge that balances the metallic warmth. Below the surface, REPETITOR and Lightstrike Pro cushioning tech ensure the sneaker isn’t just a looker but a true performer, while metal eyelets, leather trims, and a 2000s-era mesh structure anchor it in the early digital age. Dual END. and adidas branding on the tongue and heel finishes the piece with quiet confidence.
But beyond the silhouette, Newsagents is a love letter to localism. Inspired by the neighbourhood kiosks that dot British streets — part community board, part refuge, part time capsule — the collection taps into a shared memory of connection, routine, and identity. It’s a sneaker that doesn’t just walk the streets — it remembers them.
The END. x adidas HRMY “Newsagents”, is available now, at endclothing.com and in END. flagship locations in Newcastle, Glasgow, Manchester, London, and Milan.
