Fashion drops, a skatepark, a gaming zone and more — it all awaits at the neo-culture festival’s second edition this week.
With BRED Abu Dhabi taking over the capital this week, more details on what festivalgoers can expect have trickled in. The neo-culture festival is returning to Yas Island from 24 to 28 April, once again showcasing art, music, fashion, and neo-culture through a contemporary Middle Eastern lens.
Fashion
On the fashion front is a whole host of debuts ranging from Portugal-based 90s street culture brand Chimpo World to Unas Tokyo, which will introduce its Tokyo street-inspired streetwear to UAE audiences. Italian brand Pas De Mer, which is rooted in art scenes worldwide, will also make an appearance. Action Figure Miles by LA Rapper Rakeem Miles will present a collection inspiring resilience and empowerment, while Istanbul-based luxury streetwear brand Les Benjamins will debut a collection that is steeped in cultural storytelling. Alongside, the likes of Not Boring, 5ivepillars and Bad Company will unveil their latest creations, showcasing borderless creativity and celebrating the rich diversity of the region. They’ll be joined by MQAAAR and Fovero, two beloved Palestinian brands journeying to BRED all the way from the West Bank.
A number of homegrown hits are also set to return. Eyewear label SWEY, for example, will return with a collaboration with artist Omar to pay homage to Abu Dhabi culture and heritage, while Pluto and Jokes Aside have joined the line-up to celebrate diversity and self-expression in fashion at the festival. Umbro (which is celebrating its 100th anniversary) will also return, as well ANTA and its unity-driven sports apparel. Celebrated sneaker collector Kicks TQ, meanwhile, will showcase new pieces in the BRED-exclusive capsule ‘5 Principles’ by his Kuwait-based brand AOTA.
Fashion brands that transcend borders are also set to participate. Emirati-owned Mesmari will take centre stage with its urban classic streetwear and tailored elegance, while Palestinian-owned NearTwins will introduce playful clothing inspired by childhood cartoons. Gunk, a creative platform rooted in fostering community engagement, will debut its premier collection at the festival. Sneakerheads can head to the Sneaker District, which will pop up with an extensive range of sneakers and apparel, classic drops included. UAE-based SN3 Studio will be presenting for the first time at BRED, offering a limited-edition collection that shines a light on the creativity of artists and designers from Sudan. But there’s more — Jordan brought to you by Foot Locker, Billionaire Boys Club, ICECREAM, Fred Perry, Asics X SVD, Vans, and Grade Africa are also on the roster, complete with exclusive drops and plenty of surprises.
Sports & Gaming
Elsewhere, the Sports & Gaming Zone will feature some of the best NBA 2K League players live in action in a dedicated NBA 2K League gaming zone. It will also feature fan activations, including a Dribble Challenge, a vertical jump test, and of course the chance to shoot some hoops, virtually on 2K and in-person, and win prizes. As for boarders? An exhilarating new feature – a skate park – will take up residence at this year’s festival, so prepare for a display of skills and excitement as skaters of all ages take to the slopes to thrill the crowds with awe-inspiring tricks.
The dynamic energy of urban sports will fuel the Futsal Tournament. Here, participants can engage in Futsal and Panna games, Freestyle Competitions, Crossbar Challenges, and other street activities, with trophies, medals, and exciting prizes up for grabs. Additionally, basketball enthusiasts aged 14-17 can participate in free skills clinics and compete in all-star games and competitions, culminating in a showcase of the region’s rising stars in a MENA All-Star Game. Don’t miss the return of the 3X3 championships and thrilling dunk shows featuring international sensations Chris Staples and Jordan Southerland.
Art
Art aficionados can explore art that celebrates culture, identity and creativity at this year’s festival. Inviting viewers to pause and reflect are Moroccan-Belgian photographer Mous Lamrabat (whose work infuses humour and beauty to his exploration of bicultural identity) and Rami Afifi, a Palestinian-Egyptian graphic designer who creates vibrant art with nostalgic pop-culture references and cultural heritage. Dina Sami, a Palestinian-American artist bred in the UAE, who draws inspiration from childhood memories and weaves them into her multidisciplinary creations as a storyteller, will also be onsite.
Food
True to festivals across the country, food will hardly be an afterthought. In fact, event organisers say a unique convergence of flavours and style will translate to exclusive menu items only available at BRED this year. The Good Faith x The Ocky Way collaboration brings together UAE-based rapper Freek’s retail brand, Good Faith, with chef Rahim Mohamed, aka General Ock, and his New York-based deli concept. They have crafted an irresistible menu of New York/Emirati-style sandwiches featuring ingredients like Chips Oman. All the way from New York, 7th Street Burger will showcase its signature burger and fries.
Scarr’s Pizza and FRAME join forces for an unconventional collaboration that will be served up in a sleek automobile garage-themed space. Combining Scarr’s authentic New York-style pizza with FRAME’s distinctive aesthetics, this exclusive Middle Eastern pop-up will bring new tastes and special merchandise designed with emerging New York artists for a unique interplay of gastronomy and style for festivalgoers. Meanwhile, for Abu Dhabi, by Abu Dhabi, LOCAL and Marmelatta are collaborating to bring a brand-new dining concept that will debut at the festival: DEUCE’S.
Closer to home, foodies can expect exciting menus from local gems. An Ugly Noodles pop-up will bring Hong Kong street-inspired dumplings and noodles, while Lento will see Emirati chef Faisal Naser whip up his signature delights and limited-edition specialities inspired by his global travels. Not (So) Guilty will put together a special menu with fan favourites like the Oman Paratha and their fiery twist on global classics. Wash it all down with the artisanal coffee and mouthwatering pies of Pie Planet x Machete Coffee. Carnivores can enjoy the sizzle and aroma of a live barbecue at the festival’s BBQ Hood, with plenty of grilled delights prepared by homegrown brands — Kooya Filipino Eatery and Mattar.ae among others.
Music
And through it all, musical talent from across the region – Triple M, Uglymoss, Jayzus Zain, Saud G, Kaboo and Jindi – will bring their unique sounds to The AMP Stage and The Arena throughout the festival. Visitors can get their hands on the Day Pass for AED 75 via Ticketmaster, giving them full access to festival grounds and all The AMP Stage performances. Access to The Arena concerts from 25 to 27 April start from AED 125. Conceptualised and produced by homegrown experiential collective Brag, in partnership with the Department of Culture and Tourism – Abu Dhabi and contemporary culture platform Hypebeast, the festival was named after the ‘born and bred’ idiom.
DSCVR: BRED Abu Dhabi. BRED Abu Dhabi. Yas Island, Abu Dhabi. @bredabudhabi
