Giggs headlines the LABRUM x adidas campaign
The South London rapper is joined by his son ML to showcase the West African-inspired sportswear collaboration
London is nothing if not a melting pot of cultures, and Sierra Leonean designer Foday Dumbuya has built LABRUM on that very idea. His work – recognised with the Queen Elizabeth II Award for British Design in 2023 – celebrates diasporic identity and the richness of cross-cultural exchange in contemporary fashion.
He takes that vision further in his Cultural Osmosis collection, created in collaboration with sportswear giant adidas. Fronted by Peckham rapper Giggs and his son ML, the campaign brings together generational talent and London heritage through sport and style.
“The collection is about the beauty of cultural exchange – the quiet, constant process of learning from one another and creating something new,” says Dumbuya. “With Cultural Osmosis, we wanted to reflect the lived experience of communities that exist between worlds and translate that into garments that feel both purposeful and personal.”
First unveiled at LABRUM’s Spring/Summer 2026 show at London Fashion Week, the collection reworks classic sportswear staples. The defining motif is the Ventilation Brick print, inspired by West African mud-brick structures. The camouflage-esque pattern brings a subtle, abstract quality to adidas’ signature stripes.
Blurring the lines between West African culture and quintessential British sartorial codes is what LABRUM does best. While tailoring has been the object of affection, this foray into sportswear feels like a natural progression.
Alongside tracksuits, the collaboration is completed with two pairs of shoes. A reimagining of the 1981 LA Trainer in off-white with green accents features the brick motif, and the BW Army sneaker equipped with a utilitarian sole.
Supporting the launch is streetwear giant END. with locations in London, Newcastle, Glasgow, Manchester, and Milan exclusively stocking the collab.
The LABRUM x Adidas collection is available now at labrumlondon.com and endclothing.com.