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UD Low Down: TRENCH x adidas @ adidas flagship store, London

TRENCH and adidas invited 1001 of their community to celebrate the launch of the next chapter in the Originals story. Nayana.AB was a part of the UD media team on the night and reports back on a night fuelled by grime, three stripes and bass culture…

Original queuing business…

TRENCH and adidas really know how to put on an event – if you missed this one it really is a shame for you. As the doors opened and people started to filter into the Flagship Store on Oxford Street, the building really began coming to life. 

Joce Wavy. Photo: Joey Hoang
Photo: Joey Hoang

Never ones to miss out, UD‘s media team joined up with TRENCH on the night to capture this epic evening. Hyabel, Dres Lenses, Saadiq T and Joey Hoang were armed with cameras while Promise and I worked as runners, assisting TRENCH event manager, Elijah.

YeahItsRenee Photo: Joey Hoang
YeahItsRenee Photo: Joey Hoang

Free drinks, free DJ sets, free performances, discounted garms, immaculate vibes and more! There was even an exclusive chat between Labrum London and the legend that is Ian Wright.

Photo: Joey Hoang
Photo: Joey Hoang
Photo: Joey Hoang
Host, Sian Anderson. Photo: Joey Hoang
Photo: Joey Hoang
Photo: Joey Hoang

Everyone came dripped out, with a lot of people in their different variations of adidas looks. One guy even had the adidas logo shaved in the front and the back of his head – talk about understanding the assignment LOL! 

Photo: Dres Lenses
Photo: Joey Hoang

As guests continued to enter the building, the room quickly filled up. All those bodies in one place caused the temperature to rise (we defo needed some air conditioning in that building) but non the less, sweat aside, the energy was high. 

Gun finger business
Big up Candice Carty-Williams, author and creator of Champion, all day!
SHERELLE. Photo: Joey Hoang
SHERELLE Photo: Saadiq T

Some of my highlights of the night were undoubtedly Ruff Sqwad and JME’s headline performances.

It was crazy to see Ruff Sqwad performing together for the first time in six years(!) and the crowd were loving it.
It was a real moment of nostalgia for everyone who used to listen to them back in the day, hopefully we will be seeing a lot more of them with talks of new music on the way.

Fuda Guy. Photo: Dres Lenses
Tinchy Stryder. Photo: Dres Lenses
King David. Photo: Dres Lenses
Rapid. Photo: Dres Lenses
Slix. Photo: Dres Lenses

When JME hit the stage I watched people climbing on furniture just so they could get a good view of him. The security was stressed. No one knows how to hype the crowd like JME – who knows how many reloads there were. He also bought a couple of special guests like Shorty BBK and Big Zuu.

Photo: Saadiq T
DJ Slimzee. Photo: Saadiq T
Shorty BBK. Photo: Saadiq T
Photo: Saadiq T
Big Zuu. Photo: Dres Lenses

I got the chance to catch with JME after his set and this is what he had to say…

“It was a hype show, I came here and rushed in, straight on stage, you get me! The crowd knew what was going on and what time it was, new bars, old bars, classical bars. Everything! You get me? From Adidas hoodie days in 2003, till today, I’m still about doing my thing, humbly and quietly, but for some reason people still care. I don’t know why people still care about me. But yeah, I love everyone still. Thank you for having me.” JME 

Photo: Dres Lenses
Photo: Dres Lenses

It was a beautiful night blessed by legends (and free drinks – big up Duppy Share for the cans, a media team fave).

Joey Hoang by Joey Hoang

TravsPresents rounded off the night with a Gen Z grime showdown, getting off the stage and into the crowd for even more madness.

Photo: Dres Lenses
Photo: Dres Lenses

Thank you again to TRENCH and adidas for hosting a memorable event too & for the opportunity and trust you put in the UD media team. Here’s to more collabs in the future!

Words: Nayana.AB

Photography: Joey Hoang, Dres Lenses, Saadiq T

Videography: Hyabel Kadine for Base Productions

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