Cult London-based streetwear brand Corteiz is launching its first major brand tie-up.
On Monday night, a large Corteiz logo was projected onto the front of Nike’s flagship store on London’s Oxford Street. Passers-by posted it on TikTok, speculating that it was yet another stunt from Corteiz founder Clint419, akin to his past guerrilla pop-up moments on the streets of London or Paris. In fact, it was not a prank. It was a hint at what is to come: Nike has confirmed a collaboration will launch in the coming months.
Corteiz has been one of streetwear’s biggest disruptors since its launch in 2017. Along with its unique, exclusive and innovative marketing strategy, no drop is ever the same; a tactic designed to keep its cult fanbase engaged. The pieces feature its distinctive Alcatraz logo, which represents rebellion against convention. Retail prices range from £30 for T-shirts to £125 for cargos. Although in its infancy, the brand has garnered celebrity backing, including from British rappers Dave and Central Cee. Its previous collaborators include Nigerian streetwear label Motherlan and Manchester-based rapper Meekz.
Nike declined to share further details on the tie-up, which follows its high-profile collaborations with labels including Stüssy and Jacquemus. But we can expect a furore: Corteiz’s most recent drop saw hundreds of young fans running around West London, searching for Corteiz cargo trousers, planted at market stalls and retailing for 99p.