EXCLUSIVE: Iconic Streetwear Brand KING Go Back To Their Roots With Risky Roadz-Led Campaign

Heritage UK streetwear brand, KING have been around since the early days of grime in 2003, working with the likes of Kano, The Movement and the godfather himself, Wiley. More recently, they’ve worked with names such as Ashley Walters and KSI, but as part of their new Working Class Heroes campaign, they have decided to go back to their roots.

Focusing on their working-class, London heritage, the campaign sees a day in the life look at one of the pioneers of grime, and one of the most important figures in the progression of the scene: Risky Roadz. Through his freestyle DVDs, Risky managed to bring artists like Dizzee Rascal and Skepta into people’s homes before the internet became what it is today—and he’s still an active player in the scene.

Speaking about the concept, KING told TRENCH via email: “We stand together to represent those striving for their goals, who grind daily, who pay their dues, the hustlers… with a prodigious talent. Black cab driver by day, grime music’s founding filmmaker and premier video producer by night, Rooney ‘Risky Roadz’ Keefe is the epitome of this ethos.”

Photography: The Style Heist

Posted on April 18, 2019