ADIDAS AND LABRUM LAUNCH SS26 ‘CULTURAL OSMOSIS’ COLLECTION FRONTED BY GIGGS AND SON ML, EXCLUSIVELY FOR END.

• Rooted in LABRUM’s ongoing dialogue between heritage and modernity, the collection draws on West African architecture and British sportswear tradition, heroing LABRUM’s signature Ventilation Brick print. 

• Merging adidas’ performance heritage with LABRUM’s tailored sensibility, the collection features reworked tracksuits, modular cargo trousers and hooded outerwear, alongside iconic adidas BW and LA trainers. 

• First previewed during LABRUM’s SS26 London Fashion Week show and officially revealed today with a campaign fronted by rapper Giggs and son ML, the adidas x LABRUM ‘Cultural Osmosis’ collection will be available from Friday 10th April exclusively for END. and LABRUM channels. 

adidas x LABRUM announce the launch of the SS26 ‘Cultural Osmosis’ collection, exclusively for END. and LABRUM channels. The supporting campaign is fronted by British rapper Giggs and his son ML, embodying the collection’s exploration of generational dialogue and cultural exchange. 

First previewed during LABRUM’s SS26 London Fashion Week show, the collection explores the theme of cultural osmosis – the invisible exchange through which cultures move, adapt, and evolve. Rooted in LABRUM’s ongoing dialogue between heritage and modernity, the collection draws from both West African architecture and British sportswear tradition. At the core of the collection is the Ventilation Brick print, inspired by traditional West African adobe and mud-brick structures. These architectural forms are designed to breathe, absorbing heat during the day and releasing it gradually at night to create natural systems of cooling and circulation. 

Reimagined through a contemporary lens, this principle is translated into garment design. Silhouettes merge adidas’ performance heritage with LABRUM’s tailored sensibility. Tracksuits are restructured, cargo trousers are detached and modular, and hooded outerwear sits alongside iconic adidas BW and LA trainers. 

The adidas three-stripes become a storytelling device, representing parallel narratives – the journey of the African immigrant and the British native – unfolding side by side. Where these stories intersect, they form a shared cultural expression shaped by movement, exchange, and intention. The result is a hybrid language where sport meets culture, and utility meets identity. 

“The collection is about the beauty of cultural exchange – the quiet, constant process of learning from one another and creating something new,” says Foday Dumbuya, LABRUM’s Founder and Creative Director. “With Cultural Osmosis, we wanted to reflect the lived experience of communities that exist between worlds and translate that into garments that feel both purposeful and personal.”

END. commented: “At END., we’re committed to championing collaborations that carry genuine cultural meaning and strong design integrity. Cultural Osmosis is a powerful example of storytelling through product, and we’re proud to bring this exclusive launch to our community.” 

The adidas x LABRUM SS26 ‘Cultural Osmosis’ collection is available from Friday 10th April online across labrumlondon.com and endclothing.com, and in-store across END.’s London, Newcastle, Glasgow, Manchester, and Milan locations.