Kurrent #12 Unconventional Insights
Poser x UpInFlames collaboration drop gets out of hand in Soho,London
I'm sure if you asked the brands UpInFlames and Poser about their latest exclusive drop location in Soho and how they felt that went last weekend, they'd be over the moon. In a similar fashion to how Corteiz made a name for itself, these two labels have cultivated a community and have collaborated on a capsule collection. Unfortunately news has spread about how bad it was in terms of a social perspective. People were passing out according to reports and Police couldn't manage or handle the attendees - some who you can see vandalising Police vehicles and attire on purpose.
Aya Nakamura hits 1 Billion views on YouTube; the first female African artist to do so
Aya Nakamura has officially made history, becoming the first female African artist to reach 1 billion views on YouTube. Her hit single Djadja crossed the milestone on February 23, 2025, cementing her legacy as one of the most influential figures in French and global music. Originally released in 2018, the song has had an enduring impact, blending Afrobeats, R&B, and French pop to create a track that resonated worldwide. From viral TikTok trends to club anthems across Europe, Djadja continues to prove that music transcends language barriers.
A$AP Rocky named Ray Bans first creative director
There must have been a lot riding on Rocky being proved innocent because swiftly after his court case got dismissed, he was announced as Ray Bans first ever creative director. A lot of social posts documented how he was turning up to court; usually dressed in super well tailored and stylish suits. Quite pointed as well there was a repeated effort of wearing sunglasses but nobody could put the dots together - but a great partnership.
Sir Lewis Hamilton joins Lululemon as ambassador
This for is a major coup and a shift of the perception for the Lululemon brand. In my mind, it's always been associated with sport but not related to high performance. Getting an athlete like Sir Lewis who is always going to be talked about as one of the best F1 drivers of all time and timed really well with regards to him moving to Ferrari as well - I cannot criticise this partnership at all. Makes total sense.
Check the latest podcast episode where we spoke about the Stormzy X McDonalds partnership
To get these Nike Air Max 1s, you'll need to play a game.
They cant seem to stay from the news but with some more innovation in the ever saturated sneaker market, I can't complain. To get this pair of Nike sneakers, you have to solve a small puzzle on their SNKRS app which then allows you to gain access to a game called Max's Lab where once you complete that - you purchase the shoes for $150. I dont know if they're worth the trouble but creates some exclusivity.
Kai Cenat x Batman marathon
Kai Cenat, who is undoubtedly one of the largets Twitch streamers on the planet, last week announced he will be playing all 4 Batman Arkham series games back to back, on live stream. To make things even cooler, he's oging to be streaming from a multitude of sets - one of which is the actual set for the Dark Knight movies directed by Christopher Nolan. Every game he completes he moves to another cave or set. A new take to mainstream streaming pardon the pun.
Skepta announces Big Smoke Festival for 2025
It's gearing up to be a huge year for Grime's resurgence. I think the UK is finally through the cycle of Drill music and as D Double E said last week with his new song, Grime didn't go away it just wasn't cool anymore however things are cyclical. With rumours that Skepta will co headline one day at Wireless with Drake - he's now continued the momentum for summer by announcing his festival the Big Smoke Festival ,to continue in Crystal Palace.
Labrum London brings out the guns at Abbey Wood Studios show
Continuing the fashion of different, Labrum created a music inspired fashion show to showcase it's FW 25 collection. What caught my eye really was the UK music artists he brought out as part of the show. It included Akala, Ghetts, D Double E and Wretch 32 which designer Foday Dumbuya said inspired this collection due to his keen interest and relatability growing up with grime music and UK artistry.
Ajax x Coinmerce – A Crypto Treasure Hunt in Amsterdam
Ajax has teamed up with cryptocurrency platform Coinmerce in a new partnership running until 2027. To celebrate, they’ve launched a real-life treasure hunt called The Hunt, where lucky fans can win a total of €20,000 in Bitcoin.
From February 25 to 28, Ajax players will hide a suitcase each day at a secret location in Amsterdam. Each one contains €4,000 in Bitcoin, waiting to be found. It’s an innovative way to merge football, fan engagement, and crypto, bringing new energy to Ajax’s partnership strategy.
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1 周1 billion streams is no joke - I know I account for about 250k of those with the way I played djadja
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