BRED Abu Dhabi, Presented By Hypebeast, Unveils Expanded Artist Line-Up, NBA 2K League Collaboration And Exclusive Programming Across Fashion, food, Sports And Art
Discover more at this year’s BRED Abu Dhabi, presented by Hypebeast, the region’s premier neo-culture festival. In addition to the outstanding music line-up, experience a thrilling NBA 2K League collaboration, debut brands, innovative fashion and food pairings and a dynamic skatepark. Visitors can expect surprises around every corner from 24 to 28 April.
THE FASHION
UAE Debuts
Arriving on UAE soil for the first time is a vibrant array of international fashion brands. Among them is Portugal-based 90s street culture brand Chimpo World, and the Italian brand Pas De Mer, which is rooted in art scenes worldwide. Unas Tokyo, the brainchild of three Japan-based Saudis, will introduce its Tokyo street-inspired streetwear, while Action Figure Miles by LA Rapper Rakeem Miles will bring a collection inspiring resilience and empowerment. All the way from Türkiye will be celebrity favourite Les Benjamins, debuting at BRED with a collection that is steeped in cultural storytelling.
Regional Style
Experience the vibrant fusion of fashion as regional trademarks including Not Boring, 5ivepillars and Bad Company unveil their latest creations at BRED. With bold designs and intricate detailing, these fashion labels redefine style, showcasing borderless creativity and celebrating the rich diversity of the region. Joining them will be MQAAAR and Fovero, two beloved Palestinian brands all the way from the West Bank.
Back with More
Returning to the scene are the festival’s beloved brands, which promise innovative collaborations and boundary-pushing designs. Homegrown eyewear label SWEY returns with a groundbreaking collaboration with artist Omar to pay homage to Abu Dhabi culture and heritage. Bey&Bey will present its fan-favourite Tunisian designs, while Pluto and Jokes Aside – both born in the UAE – join the line-up to celebrate diversity and self-expression in fashion at the festival. Umbro, which is celebrating its 100th anniversary, and ANTA return to BRED, offering sports apparel that celebrates unity and heritage. Regional style creator and celebrated sneaker collector Kicks TQ will also be back this year with his Kuwait-based brand AOTA, showcasing new pieces in the BRED-exclusive capsule ‘5 Principles’.
Cultural Threads
Celebrate fashion that transcends borders at BRED Abu Dhabi, where Emirati-owned Mesmari will take centre stage with its urban classic streetwear and tailored elegance, while also Palestinian-owned NearTwins will introduce playful clothing inspired by childhood cartoons. Kleicha will provide a dynamic space merging food and retail, and Gunk, a creative platform fostering community engagement, will debut its premier collection at the festival too. Sneaker District will pop up with an extensive range of sneakers and apparel, featuring classic drops. 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.
Other exciting brands will be featured, including Jordan brought to you by Foot Locker, Billionaire Boys Club, ICECREAM, Fred Perry, Asics X SVD, Vans and Grade Africa, each promising surprises and exclusive drops at BRED.
THE SPORTS & GAMING ZONE
NBA 2K League Gaming Zone
See some of the best NBA 2K League players in the world live in action in a dedicated NBA 2K League gaming zone that 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 exclusive prizes.
Wheels Up
Adventure seekers can look forward to an exhilarating new feature at this year’s festival – a skate park. 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.
Elevate Your Game
It’s game on for BRED festivalgoers this year with a range of activities and competitions to test their skills and creativity. Experience the dynamic energy of urban sports at the Futsal Tournament, where 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.
THE ART
Festivalgoers can also explore art that celebrates culture, identity and creativity at this year’s festival. Regional artists will showcase their works, inviting viewers to ponder various narratives. Among them are Mous Lamrabat, represented by Loft Art Gallery, a Moroccan Belgian photographer, whose work infuses humour and beauty to his exploration of bi-cultural identity; Rami Afifi, a Palestinian-Egyptian graphic designer who creates vibrant art with nostalgic pop-culture references and cultural heritage; and Dina Sami, a Palestinian-American artist bred in the UAE, who draws inspiration from childhood memories, weaving them into her multidisciplinary creations as a storyteller.
THE FOOD
Fashion Meets Flavour: The Fusion of Two Worlds
Whet your appetite for a one-of-a-kind sensory journey in a unique convergence of flavours and style at the festival grounds, featuring exclusive menu items only available at BRED this year.
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 their signature burger and fries.
Scarr’s Pizza and FRAME join forces for an unconventional collaboration served up in a sleek automobile garage-themed space at BRED Abu Dhabi. 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, DEUCE’S, which will debut exclusively at BRED Festival 2024.
Taste the Local Legends
Prepare to be blown away by the 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 specialties 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.
Foodies can also indulge in the perfect blend of sweet and savoury with Pie Planet x Machete Coffee‘s mouthwatering pies paired with artisanal coffee.
Savour Sizzling BBQ Season
Enjoy the sizzle and aroma of a live BBQ at the festival’s BBQ Hood, with plenty of irresistible grilled delights prepared by homegrown brands right before your eyes. Sample diverse culinary offerings from beloved concepts like Chen JP’s Kooya Filipino Eatery and Mattar.ae, by world’s first Arab pitmaster Hattem Mattar. Find authentic Mexican street food from chef Shaw Lash’s Lila Taqueria and delicious food truck shawarmas from Mitzumami all in one place at the festival.
THE MUSIC
And don’t forget – music talent from across the region will bring unique sounds and entertainment for music lovers at The AMP Stage and The Arena in Abu Dhabi throughout the festival from 24 to 28 April. Get ready to groove to the beats of popular local artists including Triple M, Uglymoss, Jayzus Zain, Saud G, Kaboo and Jindi.
BRED PARTNERS
The festival welcomes this year’s official partners including Power Horse, African & Eastern Mentos, Urban Outfitters, Al Ain Farms and G-Shock.
Brag has also collaborated with UAE-born digital agency Bukhash Brothers for this year’s BRED campaign film, which showcases Abu Dhabi’s evolving neo-culture influenced by art, sports, music, and fashion.
Book Your Experience NOW
Tickets are now available through ticketmaster.ae. Visitors can get their hands on the Day Pass for AED 75, 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.
Visit bredabudhabi.com for more information about the festival and follow its social media channels for updates on festival timings, prices and the latest news.
Website: bredabudhabi.com
Instagram & TikTok: @bredabudhabi
