Some will remember Loyle Carner from when he first emerged on the scene with his debut EP in 2014, introducing a quieter, more poetic kind of British rap rooted in honesty and reflection. Others may have come to him more recently, via last year’s fourth studio album hopefully !, which expanded that same openness onto a bigger stage. Either way, it’s that same sense of freedom and emotional clarity that has drawn The North Face to name the South London rapper its newest ambassador.

Sitting apart from The North Face’s technical mainline, The Red Box collection is for everyday, a city-ready capsule, designed for daily movement through urban space. Think: relaxed outerwear, hoodies, sweatshirts, tees and easy trousers that carry the brand’s outdoor DNA without feeling overly functional. The focus is on wearability and longevity, pieces that slot into real wardrobes and work across seasons.

Instead of launching the partnership through a traditional brand campaign, The North Face invited Carner to set the tone himself. The collaboration was announced through a short film created by the artist, which brings the partnership to life through a more personal lens. Touching on ideas of curiosity, rebellion and reconnecting with your inner child, the film reflects Carner’s wider approach to creativity, allowing space for exploration and meeting yourself where you are.

To honour the new partnership, last week, Carner and The North Face took over the city with a multi-location experience that brought together fans of his music and the brand, placing an importance on coming together in communal spaces to celebrate passion for the arts. “Outside is where I want to be," explains Carner, speaking on the partnership. "Grateful to work with a brand on the same mission.”

Head here to find out more about what went down during the launch event, and here to shop the latest collection.