At its core, The North Face has always powered explorers to carve their own path, from city streets to alpine peaks. Now, they’re shining a light on the mark the brand has made on UK grime with The Coldest Dub, a new campaign in collaboration with DJ AG.
From pirate radio waves to smash hits, The North Face has long been woven into lyrics and visuals. This campaign takes that legacy back to its roots, fuelling the next generation.
The Coldest Dub campaign invites emerging producers to remix an exclusive a cappella track from grime icon D Double E to create their own song. The initiative provides producers with an original exploration-themed sound pack, encouraging them to put their own stamp on a track that will be inspired by the everyday environments we relish in, showcasing the power of exploration.
The strongest remixes will be hand-picked by DJ AG and featured across live street streams, before the public votes for the final winner at the finale in East London’s Visions Nightclub. The chosen track will see an official release through D Double E’s record label – with royalties split 50/50 to set a new standard for fairness on artist royalties.
The event will take place on Friday 12th December at Sui Generis in Dalston (formerly known as the Hackney hotspot, Visions) from 9PM.
