Hypebeast’s exclusive Day in the Life series, in partnership with Foot Locker, has spotlighted a portion of the European collectives supported by the retailer’s “Summer Different” initiative. Following Spain, France, and Italy, the latest episode heads to the UK to explore the creative journey of LostBoys Channel.
Whether it’s fashion, football, music, or events, the collective is the embodiment of Foot Locker’s Spring/Summer 2025 campaign. As with the other collectives featured in previous episodes, the sentiment shared is that the retailer has not only been a cornerstone of their local areas but has also helped uplift their work in the community, champion their creativity, and giving them the opportunity to grow. “With Foot Locker, they’re the first major organization to say ‘We see what you’re doing, and we want to support that,’” founder and creative director Eddz tells Hypebeast of the partnership.
Being the front runners in the UK’s multi-disciplinary scene, breaking boundaries, and putting Nottingham on the map, its members occupy a range of creative outlets, however, they always come together to keep its wider mission alive. “When it comes to music or events, it’s a group thing,” he explains.
In this episode, we follow LostBoys Channel as they travel down to London for a typical Day in the Life that showcases all of their creativity.
Starting at Shoreditch’s staple outdoor astroturf pitch, they use Powerleague as the backdrop for the lookbook of their latest football-inspired line titled “LBoy FC.” From group shots to candid kick-up photos, the effort extends beyond the team to platform their wider circle with the campaign fronted by close friends, emerging artist BXKS and painter Tamia Stone-Martin.
After an afternoon capturing campaign visuals, they hop on e-bikes and make their way to Janna Café — an East African-Somali restaurant based in the heart of East London — serving traditional sharing dishes native to the region. “It’s the usual spot we go to,” Eddz says, spotlighting the feeling of oneness at any type of LostBoys Channel gathering. “Everyone eats together off the same plate.”
With music being a major part of the collective’s vision, and members also being artists or DJs themselves, the team ended their night at the fourth edition of LAUZZAview. Held in the vast UNDR venue in Ladbroke Grove, West London, and hosted by director LAUZZA, the event premiered the new “Panda (Nananana)” music video by YT as well as a selection of special live performances, including headline act and LostBoys member, S5. “You’ve had a sick day with us,” Eddz wraps. “We ate some good food, kicked some ball, and now it’s showtime.”
For more information on the “Summer Different” campaign and to shop the latest footwear styles, head to the Foot Locker website now.
The post Day in the Life: LostBoys Channel Putting Nottingham on the Map appeared first on Hypebeast.
