Zalando launches ‘Cultural Ties’ – an interactive exploration of streetwear and its communities across Europe

• Zalando is amplifying its commitment to customer inspiration and entertainment with the launch of Cultural Ties, an interactive map that explores vibrant streetwear scenes in Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw.
• The data was sourced in collaboration with Zalando’s Trend Spotter tool, where customers can find out which trends are emerging in European fashion capitals.
• The launch is supported by an exclusive adidas Originals merchandise collection available in all Zalando markets in December.

Zalando today launches Cultural Ties – a first-of-its-kind exploration of the communities, styles and cultures that are driving streetwear forward in some of the most influential European cities: Amsterdam, Antwerp, Berlin, Paris, Stockholm and Warsaw.

An interactive map, available on the Zalando website and app, allows customers to explore a curated collection of inspirational content; including interviews with local trendsetters, original photography, product style guides highlighting emerging trends and handpicked “Hotspots” – must-visit destinations for discovering streetwear styles in each of the cities. Each city profile features the top trending brands and the looks locals are searching for, powered by data from Zalando’s Trend Spotter tool which highlights trending styles from European fashion capitals every week.

“With nearly 50 million active customers across 25 markets, we’re at the forefront of current trends and anticipating future developments in fashion. But Streetwear as a movement begins locally, and our aim is to contribute and celebrate it with the community. Therefore, in our work on the Cultural Ties, we combined Zalando’s industry knowledge and data with insights from top streetwear trendsetters, to inspire our customers and showcase the rich diversity of streetwear culture across Europe,” says Marius Brintrup, Commercial Director Streetwear at Zalando.

“At Zalando, our role isn’t to dictate what streetwear should be but to support and amplify the voices of those leading its evolution; like the communities of Antwerp and Warsaw, where really exciting creativity in streetwear is emerging,” says Daniela Klaeser, Team Lead for Streetwear Buying at Zalando. “Our mission is to be a great connector, bridging diverse communities across countries, cultures and styles, and that’s what Cultural Ties is all about.”

The trendsetters interviewed for the Cultural Ties project include: Charissa, founder of isla, a vibrant concept store and nail salon in Berlin; Mariana, co-founder of Pulse, an LGBTQ+ collective in Paris unified through music and dance; Tamalie and Gloria, founders of Stockholm’s inspiring platform and podcast Let’s Create; Eben and Rizky, co-founders of Amsterdam’s groundbreaking clothing brand The New Originals; Mih, founder of newonce, a multi-faceted platform and bar in Warsaw; and Otto at Donnie, an independent arts and culture magazine making waves in Antwerp. The photos were created by photographers Timothy Schaumburg and Shahram Saadat.

adidas Originals X Zalando collaboration with local hotspots

Each city profile on Cultural Ties has a list of three recommended hang-out spots, called “Hotspots” for streetwear communities. Handpicked by locals, this mix of bars, restaurants, stores and clubs is seen as the genesis of future streetwear sub-cultures and must-visits for streetwear lovers.

In celebration of some of those hotspots, Zalando has partnered with adidas Originals to create an exclusive six-piece merchandise collection, with each item featuring a unique design inspired by the space. The collection will be available in all Zalando markets in December.