Skepta has teamed up with extreme sports brand No Fear for a Sports Direct exclusive capsule, 'No Fear Forever'.
The collection has come as a surprise and takes inspiration from the extreme sports brand with Skepta's creative direction delivering a twenty-two-piece collection that pays homage to both motocross and streetwear. Skepta's influence is clear in the collection from a Great Britain camo print with 3M detailing to motocross pants. Strong iconography is featured across the collection dominated by the familiar No Fear eye branding.
Speaking on the collaboration, Skepta said: “No fear is a mindset that I stand for. It’s the reason why I’ve got to where I am today. ‘No Fear Forever’ just made sense. When I got forever tattooed on my throat, it meant that my legacy was going to live forever. So anything that I create, I do it because I believe it will live on, forever” With this ethos in mind, No Fear and Skepta have created a collection that is iconic in nature, that looks to carry the brand on forever.
Shot by Charlotte Rutherford, the campaign imagery echoes the foundations the collaboration is set upon, creating an abstract vision “We made sure it was super integral, we weren’t cutting any corners, and if it wasn’t right we started again."
The range drops on the 20th July across all UK Sports Direct stores and online.