Blacks has unveiled a major brand relaunch in collaboration with musician and outdoor enthusiast Professor Green, marking a new era for the 160-year-old retailer as it repositions itself at the intersection of outdoor performance and modern lifestyle fashion.
The transformation signals a wider cultural shift in the UK, where outdoor-inspired clothing is no longer confined to hiking trails or expeditions but has become a key part of everyday wardrobes.
A New Era for Outdoor-Inspired Style
The relaunch sees Blacks evolve from a traditional outdoor specialist into a curated, style-led destination that reflects how people live today.
Pinnacle store updates have already rolled out across key UK locations including Brighton, Meadowhall, Glasgow, Aintree, and Harrogate. These refreshed spaces are designed to blend technical performance gear with contemporary styling, offering customers a more premium and inspiration-led shopping experience.
You can explore the brand here: Blacks Official Website
Outdoor Living Becomes Everyday Living
New research commissioned by Blacks highlights how deeply outdoor culture has embedded itself into modern British lifestyles.
- 51% of Brits have tried a new outdoor activity in the past year
- 74% regularly wear outdoor-inspired clothing in everyday settings
- 29% wear it several times a week
- 72% say outdoor clothing has become more fashionable in recent years
While comfort remains a priority (65%), and functionality is key (42%), aesthetics are now playing a bigger role in purchasing decisions than ever before.
This reflects a broader lifestyle trend where wellbeing, nature, and urban living are increasingly intertwined.
The new curation strategy focuses on bringing together trusted performance gear and contemporary design-led pieces, making it easier for customers to transition from outdoor activity to everyday wear.
Professor Green Brings Lifestyle Credibility to the Campaign
At the centre of the relaunch is an exclusive collaboration with Professor Green, who has curated a personal edit that blends functionality with street-ready style.
Reflecting on his relationship with the outdoors, he highlights how stepping away from city life plays an important role in his wellbeing and mental clarity.
He 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.”
He also emphasised how his approach to clothing has evolved alongside his lifestyle:
“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.”
Blacks Redefines Outdoor Retail for a New Generation
Carly Czuba, Marketing and Digital Director at Blacks, said the relaunch represents a fundamental shift in how the brand positions itself in the market.
She explained:
“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.”
The rebrand aims to position Blacks as more than a specialist retailer, instead becoming a destination where performance, quality, and contemporary style come together.
The Future of Outdoor-Inspired Fashion
As outdoor living continues to influence fashion trends across the UK, Blacks’ repositioning reflects a growing demand for versatile clothing that performs in nature but looks equally at home in urban environments.
With its 160-year heritage, refreshed retail spaces, and focus on curated premium brands, Blacks is setting out to redefine what outdoor retail means in 2026 and beyond.
