Reebok Brings a Rave to PFW

This year Reebok partnered with Slam Jam and FEU Magazine for MOSH: an immersive installation exploring the 80s and 90s rave culture in the UK and its subversive influence on music, fashion and collective movement.

Since the 1970s, Reeboks have emerged as a cornerstone of rave culture in the UK. Ravers adopted Reeboks not for their look but for their practicality and comfort making them a constant symbol worn across multiple generations. Born from a culture of resistance towards oppressive systems, Reebok considers raving to be “an emancipation from the productivist matrix that structures our society.” Its subversive nature is defined by the act of moving one’s body for the sole purpose of expressing emotion and circulating energy over choreographed, rigid dancing.

MOSH is a nod to Reebok’s legacy within the rave culture. By emulating a chaotic and frenzied mosh pit, MOSH aims to embody the clash between the working class and an oppressive system. Through the installation, Reebok explores the evolution of party and music since the 1970s.

Co-curated and animated with FEU magazine, the first arm of the project ran from January 22 till January 24, involving  a panel discussion, a Create Your Own Rave Poster workshop and a vinyl session at Dizonord. The best is yet to come on February 24. A DIY Rave with DJ sets by Sottheavy, Jonas Alexander, Mykonos, Chicken & Fab and a live performance by Prince Waly. The event will follow the launch of the Reebok Classics SS26 Garment Leather collection on February 18.

Originally launched in 1983, the Garment Leather collection is entirely made with ultra-high-quality leather that is usually used for outerwear and cold-weather essentials. It became an ultimate statement of unparalleled comfort, cementing Reebok’s place within the industry. WIth the SS26 launch, the brand hopes to reintroduce this legacy to a new generation of wearers. The launch will include the Workout Plus, Freestyle Lo, Freestyle Hi, Club C 85 and Classic Leather models in a plethora of colourways and iterations.

MOSH is an ultimate return to the heart of rave culture. Sweaty bodies colliding with one another as they dance to loud, noisy music charging the room with a collective release. In turbulent times such as now, the need to let go and perform without purpose is almost instinctual. For one night, a comfortable pair of Reeboks helps the wearer find peace in the noise.