The Reebok Classic Leather 30th Anniversary programme for 2013 has been pleasingly sporadic. Rather than following the regimented release schedule of previous collaboration projects, some months have seen a release a week, while others have been much quieter. A small lull preceded the double impact of the Gary Warnett and Crooked Tongues collaborations and it was the release of the latter that brought people together in London last Friday. The shoe gives a strong sense of London in the late 90s and the event line-up was an extension of that. Booking UK Garage Don Wookie and US hip-hop DJ Cipha Sounds was an inspired move.
A Crooked Tongues event is always a highpoint of a London summer and although smaller than the traditional BBQ, this launch party stayed delivered in a more intimate environment. Old faces from the CT Forum showed, quality DJs played and plenty of girls danced. Plenty of free Red Stripe was on hand for the duration, avoiding the traditional bar scrum and also cleverly increasing the size of containers over the evening from stubby bottles to full size cans. More launch parties could learn from this free bar strategy!
Cipha Sounds kicked off the night with a faultless selection of late 90s hip-hop before handing over Wookie for a set that had people dancing, sweating and thoroughly enjoying themselves. When you design a product that places so much context on music, your launch party needs to be exceptional. Fortunately, CT are scholars of context and this was a launch event done very right. Here’s to the next one.