Heritage UK streetwear label KING has officially unveiled its Fall/Winter 2022 collection, The Drop, and with it a captivating short film.
Directed by Sheridan De Myers, who has worked on shows such as EastEnders, the film follows East London rapper Morrisson and his crew’s journey across the capital to a fictional dockyard deal. Serving as an opportunity to bring together the brand’s distinctive street style with its loyal community, the gritty visuals see the “Bad Boys” star in a number of stealthy pieces from KING’s seasonal delivery, as well as a custom puffer jacket in his beloved West Ham United colours.
Speaking on the project, Tim Hoad, owner and co-founder of KING, said: “KING represents an authenticity in British streetwear culture and no one communicates this better than Morrisson. The film we created together is a classic form of storytelling, creating a sense of anticipation and suspense that not only feels unexpected and different for us, it helps to show the creativity within our community and how we can communicate the delivery of new products in a different way.”
Morrisson added that “KING have been around since day one, and obviously being from Newham and East London and the connections, it all made sense for us to come together. There’s so many creative people involved, which I like, and even the early edits were looking sick, so I’m excited by what we’ve created and can’t wait to drop this on everyone.”
Building on the brand’s initial visual lookbook with Kairo Keyz, the second seasonal instalment encompasses a range of cosy streetwear styles led by a range of outerwear, sherpa fleece blocks, complementary winter accessories, and jersey staples. Crafted in-house and from dyed fabric yarns, standouts include the Tennyson reversible puffers, Sherpa fleece tracksuits and Aldgate 320gsm heavyweight brush backed fleece mask hoodies—all of which have been constructed using custom cut-and-sew patterns.
Check out the gallery below for a look at the campaign. KING’s latest collection is available now via king-apparel.com.
