END. Puts Samuel Ross' Layering Front and Centre In This New A-COLD-WALL* Editorial

Born of the stark, subversive brilliance of the British underclasses, A-COLD-WALL*'s output balances on the very tip of the global style zeitgeist. Masterfully clashing elements of high and low culture to produce a hyper-contemporary, cerebral commentary on socio-political issues and the entrenched class systems which permeate our societies, Samuel Ross has emerged as the indisputable rising star in global streetwear, with his esoteric exploration of the avant-garde capturing the attention of the global style elite.

Coming from a background in art installations - and having cut his streetwear teeth under the guidance of the inimitable Virgil Abloh - founder and creative director, Samuel Ross feels like a timely response to the echoing question of 'what's next?' as the international fixation on streetwear has grown stagnant.

Bridging the disconnect between different creative practices, A-COLD-WALL* moves beyond just clothing to encapsulate elements of audiovisual artwork and installations, synthesising a compelling case study on melting-pot culture at a time when what divides us has never been more at the forefront of the global psyche.

The opportunity to make an indelible mark in this industry - an industry so profligate in its approach to images and messaging - lies in the power of new creatives to tell compelling stories, particularly through multi-sensory product and experiences. Samuel Ross and A-COLD-WALL* have masterfully tapped into this new-wave form of creative expression, with an emotional intelligence and willingness to lay bare personal experience and difficult truths lying at the very centre of what looks primed to be one of the most important brands of our generation.

A key component of END.'s AW18 'Applied Utility' Campaign, A-COLD-WALL* is now available at END.

If you liked this, be sure to explore the utility paradox with Liam Hodges.