LABRUM London continues to build one of the most culturally grounded narratives in contemporary menswear with the launch of its SS26 “Cultural Osmosis” collection, developed in collaboration with adidas Originals and released exclusively through END..
First introduced during the brand’s SS26 runway, the collection takes LABRUM’s ongoing exploration of movement — both physical and cultural — and translates it into a more accessible, everyday wardrobe. At its core is the idea of “cultural osmosis”: the quiet, constant exchange through which identity, heritage and influence evolve over time.
That narrative extends into the campaign itself, fronted by Giggs and his son ML. The casting feels intentional rather than symbolic — a reflection of generational dialogue and the passing of culture, values and identity between worlds.
Visually and structurally, the collection sits between sport and tailoring. adidas’ performance-driven silhouettes are reworked through LABRUM’s more considered, architectural lens — with restructured tracksuits, modular cargo trousers and outerwear that balances utility with refinement.
A key design detail is the Ventilation Brick motif, drawn from West African adobe architecture. Originally developed as a natural cooling system, the reference is reinterpreted here as both a functional and visual language — reinforcing the collection’s deeper connection to heritage and environment.
Footwear anchors the drop, with updated versions of adidas’ LA Trainer and BW Army silhouettes, while the three-stripe motif is reimagined as a storytelling device — representing parallel narratives of migration, identity and belonging.
Available exclusively through END. and select channels, the collection moves beyond a typical collaboration. It positions itself as part of a wider conversation around what modern menswear can represent — where sport, culture and lived experience intersect.
