Having teased the collaboration on Monday night, Skepta’s curated No Fear capsule collection retailing at Sports Direct has dropped.
Under Skepta’s creative direction, the ‘No Fear Forever’ range takes inspiration from the “origins of the brand” and the result is a twenty-two- piece collection which offers a nod to streetwear, whilst paying “homage to motocross”.
Created around a Great Britain camo print, one of the pieces is a breathable motocross jersey with 3M detailing and technical motocross pants, with lightweight panelling and mesh ventilation.
But what made the Tottenham-born grime MC get involved with the collection?
Skepta describes how the iconic No Fear logo had a significant effect on him from a young age: “Like all designs it’s always good to have a strong image, and growing up me and my friends loved the legendary No Fear logo.”
“No fear is a mindset that I stand for. It’s the reason why I’ve got to where I am today. ‘No Fear Forever’ just made sense. When I got forever tattooed on my throat, it meant that my legacy was going to live forever. So anything that I create, I do it because I believe it will live on, forever”.
Shot by photographer Charlotte Rutherford, the campaign imagery creates an abstract vision of MX and the No Fear mentality, where heightened tones and the use of purple sand and backdrops create a vivid interpretation of a dystopian desert landscape.
Skepta’s been described as a “finesse extraordinaire.”
Really into the fact that @Skepta has launched separate lines exclusively in both Selfridges and Sports Direct in the last month
— mitch (@limitedmitch) July 20, 2017
Skepta really had people lining up outside Sports Direct to buy No Fear. Finesse extraordinaire.
— Chaz (@CM_WHU) July 20, 2017
As the creative director on the project, Skepta commented on the design process: “We made sure it was super integral, we weren’t cutting any corners, and if it wasn’t right we started again.
The new range dropped on the 20th July, across all UK Sports Direct stores and online.