UK GRIME stars came out in force this weekend to donate trainers to support a charity initiative set up my fellow wordsmith, J2K.
The former Roll Deep member, real name Jason Black, launched Crep Protect, a spray-on protector for suede, leather, Nubuck and canvas shoes in 2012 and has watched the business grow significantly over the years.
In the three years since its launch, the London based company’s meteroic rise has been phenomenal and the spray is now stocked at all UK high street footwear stores including Footlocker and JD Sports plus fashion outlets such as Urban Outfitters and independent stores. They have introduced two new products to the line, Crep Protect Wipes for on the go cleaning, and their cleaner kit called The Cure. Recently launched in the U.S and already established in mainland Europe, the brand and its products are now known across the globe.
Last year, the rapper turned entrepreneur joined forces with forces with Variety, the children’s charity, to roll out sneaker drops nationwide, for people to donate their used sneakers with the proceeds going to help sick, disabled and disadvantaged kids all over the UK.
Artists from all over London, including Lethal Bizzle, Giggs, BBC 1Xtra DJ Target, Princess Nyah and south London grime collective, Section Boyz rallied together to support the cause and have donated over 100 pairs of their unwanted trainers to the Crep Protect x Variety charity initiative.
The team also visited St Paul’s Way school in Bow, where the students had collected shoes for the initiative and met and spoke with Roll Deep rapper and Crep Protect owner, J2K.
J2K said: “Sneakers have come to represent new concepts of status, lifestyle and achievement and are intrinsically linked to celebrity culture, especially within British sub-cultures such as Grime.
“We are thrilled to have the support of the Grime community for this initiative – to not only give back to those in need but create an actively engaged community. We are always excited to collaborate with like-minded brands and we are obviously so pleased to be linked with such worthwhile charity such as Variety, whose roots lie in entertainment, much like ours.”
Variety, the Children’s Charity, believes that neither disability nor disadvantage should prevent a child from realising his or her full potential.
Since setting up its UK division in 1949, Variety has raised over £200 million and supported more than 800,000 children, affected by ill-health, disadvantage and disability.
With a focus on helping children to make the most of their childhood, Variety, the Children’s Charity, provides a wide range of services, each designed to deliver practical help that immediately improves the everyday lives of children and young people, across the UK.