Zalando explores the new European streetwear scene with “Cultural Ties” Six European cities, six communities and a thousand roads to the future

If once the source of streetwear culture was America, things are different now: over the years, the philosophy of streetwear has laid the groundwork for the development of young, creative, and multicultural communities across Europe—communities that not only have developed their own style but have also begun to produce and export their culture. This is why Zalando launched Cultural Ties, a project created to explore the universe of streetwear through the local communities of six of the most influential cities in Europe: Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw. This initiative aims to create an authentic connection between the cities, opening new channels of communication that allow the discovery of each other's stories, styles, and spaces that define the streetwear of each community. This cultural journey has become a web portal and a book that brings together the faces and testimonies of a new generation of street scene protagonists, enriched by photographs from renowned artists Timothy Schaumburg and Shahram Saadat and an exclusive collection from adidas Originals, which will be available on Zalando starting in December. In explaining the meaning of this initiative, Daniela Klaeser, Head of Buying for Streetwear at Zalando, stated:

«Streetwear is more than just a style; it is a cultural code. It represents who we are and where we come from, and it is constantly evolving. Our role at Zalando is to support and amplify the voices of the communities that drive its evolution».

In an hyper-globalized world, fashion enthusiasts are showing a growing interest in the local scene, as well as a preference for a local identity that suggests a new phase for streetwear in Europe, characterized by personal expression and the inclusion of stylistic differences. The Cultural Ties project aims to ride this wave precisely by bringing the culture of cities beyond their borders, showcasing it to the world and creating a network for sharing cultural references that demonstrates the great creative and stylistic richness found in each city. For each of them, Cultural Ties has selected three key places, defined as “hotspots,” that embody street culture and are essential for local communities. These spaces, chosen by residents, reflect the vibrancy of the streetwear scene and include bars, restaurants, shops, and meeting places. To celebrate these local hotspots, Zalando has collaborated with adidas Originals to create an exclusive collection of six pieces, each inspired by a key location in the cities of Cultural Ties. This line intends to pay tribute to the emblematic places of European streetwear and encourage communities to draw inspiration from each other's styles, becoming a symbol of intercultural connections that unite different cities and communities through streetwear.