🛹 Cultural Ties: A new journey in streetwear
On October 15, 2024, Zalando launched ‘Cultural Ties,’ an interactive map exploring the streetwear culture of six influential European cities: Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw. Through this, Zalando aims to celebrate the diversity of streetwear scenes, bringing unique styles and stories from each city to a global audience. The platform showcases streetwear's evolution, using local insights and data from Zalando's Trend Spotter tool to identify the hottest trends weekly.
👟 Exploring the cities' hotspots and stories
Each city in the Cultural Ties project includes a detailed profile highlighting top trending brands, interviews with local trendsetters, and a curated selection of ‘Hotspots’—bars, restaurants, stores, and clubs known for influencing streetwear. These include newonce in Warsaw, Pulse in Paris, and The New Originals in Amsterdam. Zalando has ensured these profiles reflect the unique flavor of each city, giving customers a deeper understanding of the streetwear cultures they love.
🛍️ Exclusive adidas Originals drop
The Cultural Ties project is also supported by an exclusive adidas Originals collaboration. In December, Zalando will release a limited six-piece collection, inspired by the cities’ most influential hotspots. Each piece is designed to reflect the spirit of its respective location. This collection will be available in all Zalando markets, creating anticipation among streetwear enthusiasts who follow these trends closely.
🎤 Zalando’s vision for streetwear’s future
Marius Brintrup, Zalando’s Commercial Director of Streetwear, emphasized the local roots of the streetwear movement: “Streetwear starts with communities and evolves with them.” Daniela Klaeser, Streetwear Buying Team Lead, added that Zalando’s mission is to "connect diverse communities." Cultural Ties aims to serve as a bridge, connecting streetwear fans with the voices shaping the culture across Europe. This initiative not only cements Zalando’s place in fashion but also amplifies the authenticity of Europe’s vibrant streetwear communities.
How will Zalando's Cultural Ties impact streetwear culture?
