adidas x LABRUM x END

There are collaborations, and then there are collaborations that understand exactly where modern menswear is heading. The new adidas x LABRUM x END. SS26 Cultural Osmosis collection sits firmly in the latter camp.

First previewed during LABRUM’s SS26 London Fashion Week presentation, the capsule takes one of the season’s most intelligent runway ideas and translates it into something built for real wardrobes. At its core is the idea of cultural exchange — the quiet, constant movement of influence between heritage, place and identity. It’s a concept that designer Foday Dumbuya has made central to LABRUM’s language, and here it feels especially sharp.

The menswear angle is where this really hits. adidas’ sportswear DNA is left intact, but it’s been reframed through LABRUM’s tailored lens. The result is a line-up that feels both technical and elevated: reworked tracksuits, modular cargo trousers, hooded outerwear and two footwear standouts in the BW and LA Trainer silhouettes. It’s athletic gear, yes, but with the kind of considered structure that moves it beyond standard streetwear.

Most compelling is the Ventilation Brick print, drawn from West African adobe and mud-brick architecture. Rather than using heritage as decoration, the collection builds its visual identity around function — cooling systems, airflow, movement. It’s a smart design reference, and one that gives the clothes substance rather than just surface-level storytelling.

Fronting the campaign are Giggs and his son ML, which feels entirely on-brand for a collection rooted in generational dialogue. The imagery underscores what the clothes are already saying: menswear now is less about rigid categories and more about the fluid exchange between culture, heritage and personal identity.

Exclusive to END. and LABRUM channels, Cultural Osmosis is less a hype drop and more a genuinely thoughtful statement on what contemporary menswear can look like when sport, migration and craft meet on equal terms.

Available now online via END. and LABRUM, and in-store across London, Newcastle, Glasgow, Manchester and Milan.