With me – having transcended through different industries down the years – most people know me as J2K the MC and artist, and taking my experience from that and the mindset I took to music, I started Crep Protect. It’s a reason why I wear the shoe alongside it just being a dope shoe in itself. The shoe is fresh! And yeah, it just matches my own story completely. You’re wearing the new PUMA RS-X3 Level Up, which takes the original RS design to an extra, new level, remixing and reinventing to form something new – does the story of the shoe resonate with how you have worked hard over the years to reinvent and level up within your industry? They’re very flexible too – and working with brands, that’s the best thing you can ask for. They just want to support your vision, and we always come to a great balance. When they want to get involved in something, they understand it’s your vision. They’ve been really good actually – I’ve built up a good relationship with those guys. How supportive have PUMA been with the project? This will cover being an agency, providing services, as well as being a brand in itself. So this will branch out into a lot of things off the back of it. It’s about ticking off certain things first and doing things stage by stage. There is nothing that we ain’t thought about yet! It’s all just timing. I’m guessing you have even bigger plans to take it further in the future? I’ve had to be patient with that, and let it build organically until I could launch it, and now it’s ready to start. It then developed into the agency idea after getting asked about putting stuff together a lot – so it just made sense to build something that all the requests could come under. The idea originally was to make it a party, you know like going “HOME” after everything you do in the day. I thought “actually, I could outsource this!” – so I just realised I could make this something bigger, and into the agency that it is today. ![]() When I starter Crep Protect and building it, branding it, positioning it in the culture.I had a brainwave. To do something like this has been in my mind for a long, long time. Talk to us some more about how atHOME came together. Us, as an agency – which is part of what we are – we put it all together from top to bottom. People have just been getting into it because of the vibe and how we activate things, which is exactly what I want. I’ve purposefully not been giving off the information for a minute just to see people getting involved in the brand organically without actually knowing what it is exactly. How long has the process been in getting atHome to where you want it to be, and why was it the right time to launch?ĪtHOME has been something we’ve been plotting for a little while now, but at the minute, it’s very much a “if you know, you know” sort of thing. We figured out what rooms we were gonna do, positioned them and then did some block colouring to make it more striking. J2K: Basically we had the opportunity to have a space after they double-booked one of the single containers! So we had to make four rooms instead of one…it actually ended up being more work, but I think it’s worked out well in the end. The new pop-up at Boxpark brings J2K's new vision to life and looks to bring the world a step closer to atHOME.ĬOMPLEX: The pop-up space is mad! How did the idea for hosting it here come about? Alongside partnering with brands on creative campaigns, atHOME has also dropped a string of products including socks, sliders and – most recently – a fire hot sauce. To celebrate the drop, PUMA linked up with J2K and Vibbar to takeover the new atHOME pop-up space at Boxpark Shoreditch.Īfter launching the wildly successful Crep Protect, atHOME is J2K's new digital agency and lifestyle brand. The RS-X3 takes everything we loved about the RS design before stripping it back to basics and rebuilding it from the ground up with a new eye on material mix and colour. It's J2K's ability to reinvent himself and keep moving forward that caused PUMA to link up with him – and his latest venture, 'atHOME' – for the launch of the new PUMA RS-X3 Level Up sneaker. Since bursting onto the scene a decade ago as an MC with Roll Deep, the pioneer has never stopped evolving and has stepped away from the mic to emerge as one of the UK's most successful young entrepreneurs. ![]() J2K is a walking and talking representation of reinvention.
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