Autry Makes Its Mark in London with Experiential Reelwind Sneaker Launch

Collaborating with NTS Radio and Denzel Curry on two days of culture, community and music.

Events
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This week, Autry headed to London’s East End to host a two-day launch event for its new Reelwind silhouette, the latest hero model in its sneaker library. Marking the first time it has put on an event of this kind in the city, the brand pulled out all the stops, collaborating with acclaimed UK radio station NTS on the series as well as inviting brand ambassador Denzel Curry to spearhead the launch.

The series of events kicked off in Shoreditch where Autry revealed the Reelwind to the public for the first time at an exclusive pop-up shop. With a medley of red, blue, green and white colorways displayed on the walls, the sneaker lured in curious onlookers who stepped in to take a closer look at its vintage-inspired runner design.

While they explored the space and snapped up sandwiches from local food partner Dom’s Subs, NTS DJs Qendresa, Crash Tracy and DJ Poshtronaut spun a tracklist of low-key music that set the tone for the evening. Denzel Curry was also on the scene for a special meet-and-greet, gifting a select few with NTS x Autry T-shirts, caps and other merch.

The following day of the series saw Autry and NTS to curate a showcase at Hackney’s music hub EartH. Releasing tickets online Ahead of the release of his new mixtape, Denzel Curry was enlisted to headline the night with DJ/artists Obongjayar, Guiltybeats and Shy One supporting him on the night.

The sell-out event – which saw 1500 fans in attendance – gave clubgoers the chance to experience an eclectic line-up of acts all under one roof. But more importantly, the event revealed how Autry was beginning to tune into more diverse cultural scenes, connecting them to the cutting-edge sneakers it creates.

Reflecting on the event series with NTS, Autry’s CEO Mauro Grange says, “This collaboration marks our entry into music, positioning Autry in a culturally relevant space and uncovering new artistic voices that echo our brand’s essence. The purpose of this launch extends beyond mere shoe promotion; it’s about strategically placing Autry within a fresh, culturally resonant community. Through the power of music and collaboration with NTS, we aim to celebrate our new style while engaging our community.”

Discover what went down at the two-day launch event in the gallery above. To shop Autry’s new Reelwind sneaker, head to the brand’s website now.

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