Berlin-based collective deadHYPE brings young creatives together through music, culture, design and shared experiences – united by the rhythm that moves us all. What began as an online radio platform has evolved into a creative collective and agency, bringing its community together through can’t-miss workshops, parties, creative projects and cultural moments, including the official Berlin Fashion Week opening party. Alongside its events and creative work, deadHYPE’s hardcover print magazine offers a physical snapshot of the people, ideas and perspectives within its world.
For the Garment & Gold campaign, a few of the key names and faces behind deadHYPE spotlight Reebok Classics. Crafted in 100% real, full-grain premium Garment Leather and ready to shine with new gold accents, the Workout Plus, the Club C 85, Freestyle Hi and Freestyle Lo hit the streets of Berlin with deadHYPE.
At the centre of deadHYPE’s visual world is Gabriel, the graphic designer behind much of the collective’s distinctive identity, from party flyers and visual identities to the layouts of its print magazine. Scottix, meanwhile, brings the sound: the Taiwanese-born, Berlin-based DJ is a familiar face behind the decks at deadHYPE parties as he moves between electronic music, rap and hip-hop. .
With roots in Hamburg, Lena is a content creator and all-round creative whose work moves fluidly between disciplines, bringing ideas to life wherever they need to be shaped, captured or communicated. Last but not least, Josephine is a multidisciplinary artist specialising in set design and visual storytelling. She creates environments and compositions that give ideas a distinct atmosphere and identity – that special something.
Gabriel, Scottix, Lena and Josephine’s different perspectives embody the collaborative spirit at the heart of deadHYPE. From sound and graphic design to content and set design, each brings a distinct rhythm to the Berlin collective. And just as both individuality and shared energy define deadHYPE, Garment & Gold celebrates the sharp, bold confidence of two contrasting elements coming together
For more than 40 years, Reebok’s iconic silhouettes have been there wherever music, sport and self-expression collide – from underground clubs and artists to football terraces and fitness pioneers. Now, we’re celebrating our roots with a collection that puts a bold new focus on contrast: deep black Garment Leather with gleaming gold accents, elevating our Classics with a sharp, distinctive edge.
Crafted, as always, from 100% real, full-grain premium Garment Leather, each pair combines the supple feel and durability of a material drawn from our heritage with the high impact of black and gold.
