The North Face is launching The Coldest Dub, a new campaign that puts the spotlight on grassroots talent in grime. Created by DRUM and with media planning buying led by PHD media, the campaign invites emerging producers to remix an exclusive a cappella track from grime icon D Double E, part of a brand initiative supporting underground music culture and connecting with a new generation of fans.
In partnership with Culted, DJ AG and a network of music voices, the initiative provides producers with an original exploration-themed sound pack, encouraging them to put their own stamp on the track. The best remixes will be shortlisted by DJ AG and featured across live street streams, before a final public vote determines the winning dub. The chosen track will receive an official release through D Double E’s record label – sales will be split 50/50 between the winner and D Double E himself.
Launching on the 17th November, the campaign forms part of the brand’s ‘Never Stop Exploring’ ethos, and builds on its longstanding connection to UK subcultures. From the early 2000s, The North Face jackets became synonymous with grime’s rise, from pirate radio stations all the way to chart-topping tracks, The North Face was frequently referenced in lyrics and worn in videos. This campaign reclaims that narrative, investing directly in the scene’s next generation.
Grime is experiencing a cultural resurgence, shaped in part by social remix culture and bootleg edits taking off on TikTok and in underground club nights. With The Coldest Dub, The North Face is not only aligning with this moment but helping shape it, offering new artists visibility and progression through a format rooted in credibility.
Live amplification will be led by DJ AG, who will host two street-level streams showcasing submissions in real time. These will be supported by content and editorial from Culted, who are also managing the competition’s social entry process. A final live event in December will announce the winner ahead of the track’s official release.
Additional amplification will come through further live streams and partnerships with creators including DaMetalMessiah, Victory Lap, Travs Presents, Dotwavenotwave and onefortybpm.
“This was a dream brief, with rich brand history, centred around an incredible insight – driven by passion and partnership with Culted, DJ AG and D double E. It’s amazing to see this come to life through a piece of work that comes from culture, to support that culture, and cement The North Face’s place at the heart of this,” said Jenni Hill, associate creative director, DRUM.
