The North Face has unveiled The Coldest Dub, a new campaign aimed at championing grassroots talent within the UK grime scene. The initiative invites emerging producers to remix an exclusive a cappella track by grime icon D Double E, and is supported by creative agency DRUM with media planning and buying led by PHD Media.
In collaboration with cultural platform Culted, DJ AG and a network of industry voices, the campaign provides participants with a bespoke exploration-themed sound pack, encouraging individual creative interpretations of the track. The best remixes will be shortlisted by DJ AG and featured across live street-level streams, before the final winner is selected by public vote. The winning track will receive an official release via D Double E’s label, with sales split evenly between the producer and the artist.
Launched on 17 November, the campaign aligns with The North Face’s long-standing “Never Stop Exploring” ethos and its historical connection to UK subcultures. The brand’s signature jackets became synonymous with the rise of grime – from pirate radio to chart-topping records – and this initiative seeks to both reconnect with that legacy and invest in the scene’s next generation.
Grime is currently experiencing a cultural resurgence, driven by social remix culture and underground club movements. By launching The Coldest Dub, The North Face not only aligns with this moment but seeks to actively shape it, offering visibility and progression for upcoming artists through a format rooted in authenticity.
Live amplification of the campaign will be spearheaded by DJ AG, who will host two live street streams showcasing submissions in real time. Culted will manage the social entry process and produce supporting editorial content. A final live event in December will reveal the winner ahead of the official release. Additional creator partnerships include 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 at DRUM.
