The North Face is spotlighting grassroots grime in its new campaign, ‘The Coldest Dub’, which invites emerging producers to remix an exclusive acapella track from grime icon D Double E.

The campaign, created by Drum with media planning from PHD media, is part of The North Face’s ongoing initiative to support underground music culture and connect with communities. As part of the brand’s ‘Never Stop Exploring’ ethos, North Face is striving to engage UK subcultures. 

The campaign sees The North Face partner with Culted, DJ AG and a network of music voices to provide producers with an original exploration-themed sound pack. The North Face is asking producers to put their own stamp on the track, with the best remixes shortlisted by DJ AG to be featured across live street streams.

The best tracks will be put to a public vote and the winning track will receive an official release through D Double E’s record label with sales to be split 50/50 between the winner and D Double E himself.

As Grime genre experiences a culture resurgence, shaped in part by TikTok and in underground club nights, The Coldest Dub aims to continue to elevate the movement and offer new artists visibility. 

North Face jackets have become synonymous with grime, worn in pirate stations, in music videos and even referenced in lyrics. The campaign pays homage to a genre that has long championed the brand, as the North Face helps to shape the grime narrative of the future. 

The campaign will be amplified by DJ AG who will host two street-level live streams showcasing submissions in real time and supported by content and editorial from Culted. Further live streams and partnerships with creators including DaMetalMessiah, Victory Lap, Travs Presents, Dotwavenotwave and onefortybpm, will also help amplify the tracks.

A final live event in December will announce the winner ahead of the track’s official release.

Supporting grassroots grime, The North Face solidifies its place in culture while carving out new opportunities for artists. 

@culted Wanna drop a track with @itsddoublee? Big up @thenorthface_europe for making it possible. The Coldest Dub is The North Face’s competition inviting you to produce an official tune for D Double E, with entries judged by DJ AG. Want to tap in?
Duet this video with your entry and #TheColdestDub and upload your full track at culted.com/coldest-dub So, let’s hear it. Entries from the UK only. #NeverStopExploring ♬ original sound - CULTED