Blacks today unveils a bold new chapter, relaunching in collaboration with Professor Green as the destination where outdoor heritage meets modern, everyday style. Marking 160 years since the retailer was founded, the rebrand reflects a growing cultural shift as outdoor-inspired fashion moves beyond trails and expeditions to shape how people dress every day.
The relaunch transforms Blacks from a traditional outdoor retailer into a curated, style-led destination. Pinnacle stores in Brighton, Meadowhall, Glasgow, Aintree, and Harrogate have been refreshed to showcase premium brands and innovative gear in spaces where technical performance and contemporary styling coexist seamlessly.
Research commissioned by Blacks reveals that outdoor-inspired lifestyles are on the rise*. Over half of Brits (51%) have tried a new outdoor activity in the past year alone. Many are drawn to these activities not only for fitness, but for mental clarity, social connection, and a break from city life.
These behavioural shifts are reshaping outfit choices. Today, 74% of Brits are regularly wearing clothing designed for outdoor activities in everyday settings, with 29% doing so several times a week. Comfort and functionality remain key drivers, with 65% prioritising comfort and 42% seeking functionality, but aesthetic appeal is increasingly influential as 72% agree outdoor clothing has become more fashionable over the past few years.
In response to this cultural evolution, Blacks is taking a highly curated approach, spotlighting premium brands including The North Face, Berghaus, Columbia, Mountain Equipment, Rab, Merrell, Montane, and OEX. Blacks is focused on placing the right brands and products front and centre, merging heritage outdoor performance with modern style.
At the heart of the relaunch is a collaboration with Professor Green, who has shared his exclusive edit blending performance and everyday wearability. Drawing on his love of exploring the outdoors, Professor Green demonstrates how outdoor pieces can transition effortlessly from adventure to city life, proving that functionality and style are not mutually exclusive.
Professor Green said: “Living in London, you get so used to the constant noise and hustle that it’s easy to forget how much of a difference getting outdoors can make. For me, stepping away from the city and spending time outside helps clear my head and reset.
“That connection to the outdoors has had a real impact on my mental health, and it’s changed how I think about what I wear too. You want pieces that can handle the elements but still feel right when you’re back in the city – function and style working hand in hand, not one or the other.”
Carly Czuba, Marketing and Digital Director of Blacks said: “This relaunch marks a real evolution for Blacks. We’re building on our outdoor heritage and reframing it for how people actually live and dress today. Outdoor gear is no longer just for the trail – it’s part of everyday style – and our refreshed stores, curated brand mix and collaboration with Professor Green reflect that shift. We want Blacks to feel like a destination where performance, quality and contemporary style come together, whether you’re heading outdoors or navigating the city.”
With this rebrand, Blacks is redefining outdoor retail in the UK, combining its outdoor heritage with modern design to deliver collections rooted in performance, innovation and everyday wearability.
