Indra Aziz
East London’s dynamic creative collective, Bread & Butter, is set to ignite the city’s cultural landscape with their official World Cup kit launch on June 13th. This exclusive event, commencing at 6:00 PM and extending into the early hours of 3:00 AM, promises a multifaceted celebration at their flagship Rivington Street store in Shoreditch. The meticulously curated program includes a runway show spotlighting local designers and their unique, one-of-a-kind upcycled shirts, an incendiary artist lineup for an afterparty spanning all three floors of the venue, and a public unveiling of Bread & Butter’s commemorative home shirt.
The initiative is strategically timed to align with the opening weekend of the highly anticipated World Cup, positioning Bread & Butter at the nexus of global sporting fervor and contemporary urban culture. The new home shirt, a testament to thoughtful design and collaborative spirit, draws inspiration from the iconic football kits of yesteryear. This heritage-inspired aesthetic has been brought to life through a partnership with the established Italian sportswear label, Givova, alongside contributions from CLASH Magazine and the London-based music platform, Orii Community.
A Synthesis of Heritage and Innovation in Kit Design
The creation of Bread & Butter’s home shirt represents a deliberate effort to encapsulate the enduring appeal of football apparel while infusing it with modern relevance. Working in close collaboration with Givova, CLASH Magazine, and Orii Community, the design team meticulously researched and analyzed the distinctive patterns, textures, and visual language that have defined memorable kits throughout football history. The resulting garment is characterized by striking colour schemes, a classic boxy fit, bold stripe detailing, thoughtful panelling, and prominent sponsor placements, all meticulously orchestrated to produce a statement piece that is both punchy and exceptionally standout.
This collaborative approach underscores Bread & Butter’s commitment to fostering meaningful connections within the creative ecosystem. The choice of Givova, a brand with a rich history in sportswear production, lends an authentic sporting pedigree to the project, while CLASH Magazine and Orii Community bring their respective expertise in music and youth culture, ensuring a holistic and culturally resonant output. The garment is not merely a piece of apparel but a symbol of this synergistic partnership, designed for both aesthetic appreciation and active engagement throughout the summer months.
Local Talent Shines in Upcycled Fashion Showcase
A central highlight of the June 13th event will be a captivating runway show, held just outside the flagship store, where emerging London-based designers will present their interpretations of national identity through upcycled football shirts. Bread & Butter provided each participating designer with vintage shirts representative of their country of heritage, alongside national colours and premium sportswear materials. This creative brief empowered designers to explore the profound generational connection between football culture and high fashion, allowing them to express their unique artistic visions.
The participating designers include Emily Gore (England), Herbie Mensah (Ghana), Emeka Nwaeme (Nigeria), Zi Kim (South Korea), Alex Rusu (USA), Max Molina-Pethers (Peru), Jasmine Etuate (Fiji/England), Zoe Firesanmi (Italy), and Mia Laila & Lola Dureen (England/Mauritius). This diverse roster promises a vibrant display of creative talent, each designer contributing a distinct perspective on national pride and sartorial innovation. This activation serves as a potent demonstration of Bread & Butter’s ongoing dedication to nurturing and showcasing the burgeoning creative talent within London, reinforcing their position as a vital and progressive force in the contemporary creative landscape.
A Night of Celebration: Music, Football, and Community
The festivities will extend beyond the runway and kit reveal, culminating in an electrifying afterparty that will transform the Rivington Street store into a multi-level hub of cultural celebration. Throughout the day, the venue will also host World Cup screenings, allowing attendees to immerse themselves in the global sporting spectacle. As the evening progresses, the space will come alive with live performances and DJ sets, orchestrated to unite a diverse audience.
Headlining the musical program is London rap stalwart DeeRiginal, whose performance is anticipated to bring a high-energy blend of Grime, R&B, Pop, and Spoken Word. DeeRiginal, known for his fresh approach to music and his ability to fuse genres, is fresh off a successful headline show, promising to deliver a compelling set that resonates with the event’s vibrant spirit.
The Orii Community will host an open jam session, fostering an environment of spontaneous musical creation and collaboration. This segment highlights Orii’s role as a platform for emerging artists and their commitment to building a supportive creative community.
Adding a global flavour to the top floor, the rising DJ collective Baile Ijó will present their unique Nigerian-Colombian sound. Their sets are renowned for their fusion of global rhythms, promising to create an inclusive and dynamic atmosphere on the dancefloor, celebrating the international appeal of football and music. Supporting acts for the night include Virtuo & Lams, with DJ sets from Tashera, steeziskey, Big Lurker, Yudini, and cloubee, ensuring a continuous flow of eclectic sounds. The Orii jam session will feature Neue Graffik on keys, Tjoe Man Cheung on guitar, Kolakale Asaph on bass, Laurel Fink on saxophone, with live art contributions from Caxxianne and Brod1e.
Bread & Butter: A Catalyst for Creative Connection
Bread & Butter’s consistent engagement with London’s grassroots and established creative scenes, coupled with their creation of immersive and innovative spaces, has cemented their reputation as a significant cultural force. This World Cup kit launch is emblematic of their broader mission to seamlessly connect fashion, football, music, and community. By orchestrating an event that celebrates local talent, international sporting passion, and diverse musical expressions, Bread & Butter continues to demonstrate its capacity to foster meaningful dialogues and create memorable experiences.
The collective’s approach to event curation consistently prioritizes inclusivity and collaboration, drawing upon their established relationships within the creative industries. The Rivington Street store, a former industrial space, has been transformed into a versatile venue that facilitates these multifaceted activations, acting as a canvas for artistic expression and a gathering point for like-minded individuals.
Event Details and Logistics
Event Information:
- Date: Thursday, June 13th
- Time: 18:00 – 03:00 AM
- Location: Bread & Butter, 72 Rivington Street, Shoreditch, EC2A 3AY
- Tickets: Available for purchase HERE.
Featured Artists and DJs:
- Headliner: DeeRiginal
- Orii Community Jam Session: Neue Graffik (Keys), Tjoe Man Cheung (Guitar), Kolakale Asaph (Bass), Laurel Fink (Sax), Caxxianne (Artist), Brod1e (Artist)
- Baile Ijó DJs: Manny (Iyálu), OJ (OTDELTA), Sam (Cxli), Steven (Cxli)
- Additional DJs: Tashera, steeziskey, Big Lurker, Yudini, cloubee
- Runway Designers: Emily Gore, Herbie Mensah, Emeka Nwaeme, Zi Kim, Alex Rusu, Max Molina-Pethers, Jasmine Etuate, Zoe Firesanmi, Mia Laila & Lola Dureen.
This event signifies more than just a product launch; it represents a cultural moment where disparate elements of contemporary life converge, orchestrated by a collective that understands the power of creative synergy. Bread & Butter’s World Cup kit launch is poised to be a defining event, showcasing the vibrant intersection of sport, style, and sound in the heart of East London. The success of such initiatives often correlates with increased engagement from both the creative community and the general public, potentially boosting the visibility of the participating designers and artists, and solidifying Bread & Butter’s status as a vital cultural incubator. The strategic alignment with the World Cup also taps into a global audience, offering a unique London-centric perspective on football culture that resonates internationally.
