END. Celebrates 20th Anniversary with a Fish & Chips-Inspired Collection Honoring Their Northeast Roots

As part of their 20th anniversary celebration, globally renowned British retailer END. has unveiled a playful, heartfelt tribute to their hometown of Newcastle and the nostalgic charm of the British seaside. The latest chapter in their commemorative journey brings together iconic collaborators—adidas, Local Space, and Picante—for a multi-brand capsule inspired by the cornerstone of every coastal town: the chip shop.

This nine-piece collection blends streetwear staples with seaside nostalgia, offering a uniquely British twist on fashion through reimagined silhouettes and graphics. At the forefront is END.’s exclusive take on the adidas BW Army, a timeless archival sneaker reinterpreted with co-branded details and textural nods to the catch-of-the-day—think subtle scales, sandy hues, and rubberized finishes. It’s a wearable homage to both heritage and hometown pride.

Beyond footwear, END. partners with rising UK labels Picante and Local Space to infuse the capsule with bold fish & chip shop iconography. From graphic tees to shirting and embroidered caps, each piece captures the humor, flavor, and visual identity of Britain’s beloved chippy culture.

Shot entirely in a Newcastle chip shop, the campaign grounds the collection in local authenticity. It features END. team members from across their global locations—Newcastle, Glasgow, Manchester, London, and Milan—showcasing the people and spirit that have shaped the brand's legacy over the past two decades.

The Chip Shop Collection officially drops in two parts: END. x Picante and Local Space launches Friday, April 11th, with prices starting at £57 / €69 / $69. The highly anticipated END. x adidas BW Army sneaker will release Friday, April 18th via END. Launches and in-store, retailing at £120 / €139 / $140.

This capsule is more than just a collection—it’s a celebration of culture, community, and coastal charm that only END. could deliver with such style.

Stay tuned as the countdown begins, and prepare to indulge in a fashion-forward taste of Britain’s northeast.