Hypebeast Flea: Archive DNA

A-DNA — aka Archive DNA — is a self-styled “storytelling platform that specializes in the history of sneakers.” Founded by sneaker OGs Magdi Fernandes and Carlos Dwyer, with both having over 25 years of sneaker experience as both professionals and overall sneakerheads, A-DNA stands as your favorite creator’s favorite creator.

So much so, A-DNA has partnered with some of the world’s biggest sportswear brands as consultants on activations while also working on building out their own archives. Now, with a huge collection of deadstock sneakers that span back to the early ’90s, Hypebeast Flea attendees can expect to see rare gems, obscure sneakers, and much more when the brand takes over its space.

Check out our conversation with Archive DNA ahead of Hypebeast Flea below. Tickets to Hypebeast Flea are free! Don’t forget to sign up here now.

Explain your brand to people who may not know you yet.

Archive DNA is a storytelling platform that specialises in the history of sneakers. We curate exhibitions, consult for brands, and also have an extensive collection of vintage products that we sometimes bring out for sale once in a while.

What’s the journey been like from starting your brand, to where you are today?

From the days of Slamminkicks, one of the first sneaker stores in London that imported shoes from around the world, we then worked with brands as consultants and built a relationship that has spanned over the last 20+ years. Today we continue to push history and share real knowledge.

Flea is going to be hosted for the first time in the UK. How does the UK’s creative community inspire you and your brand?

We have always seen ourselves as creative and forward-thinking people, and seeing other creatives contributing and sharing their knowledge and craft in their way, is inspiring and continues to push us to elevate our brand. We need to build together and create greatness.

What have you got planned at Hypebeast Flea?

We are planning a unique experience of an exhibition and pop-up of rare and unseen vintage sportswear and sneakers.

What other vendors are you looking forward to checking out at Hypebeast Flea?

We are really excited to see Holsales, Soho Yacht Club, and Robyn Lynch, but of course, all the vendors will be great to see and connect with.