Community instead of commerce: Crepe City’s creative director on the change in sneaker culture

interview

Crepe City is taking place in Cologne for the first time this week. After its German debut in Berlin, the British sneaker and streetwear event is now heading to the Rhine to bring the local scene together again.

Connull Drummond, who has been working at Crepe City since 2019 and has been in charge of creative direction for three years, reveals why the organizers chose Cologne, what is currently moving in the sneaker industry and what makes a good sneaker store.

Drummond’s favorite sneaker is the Basement x Nike Air Max 90 ‘London’, which he owns nine pairs of because he’s afraid that at some point he’ll “not be able to get a new pair and they may never be released again.”

Mr. Drummond, Crepe City is expanding to Cologne. Why did you choose this city after Berlin?

After Berlin, we wanted to bring Crepe City to a place that has its own rhythm. Cologne has this mix of street culture, art, music and fashion that suits us well. The city is also a little more relaxed than Berlin, but still full of people who are enthusiastic about sneakers and the lifestyle that comes with them. We know that Cologne offers a new and exciting target group. They will enjoy various promotions, products and experiences. In addition, people from France, Belgium or the Netherlands can also easily arrive. It’s not just about selling sneakers. It’s about bringing people together who love the same things and creating moments that they will remember.

What distinguishes Cologne residents?

We’ve been watching the Cologne scene for a while. The city has a very strong identity, great energy and a creative community that feels very authentic. People there love sneakers and streetwear. However, they haven’t seen an event like this in six years [Anm.d.Red: Im November 2019 fand zuletzt das Event Sneakerness in Köln statt]. So it’s important to give them what they want, to celebrate the culture again.

What can visitors expect?

Visitors can expect a unique blend of energy, creativity and community that Crepe City has become known for across Europe. We have our usual selection of the best and most diverse suppliers of sneakers and streetwear across Europe. In addition to sneakers and clothing, they also offer accessories and collectibles. It is a complete lifestyle experience.

There are also promotions from major brands such as Whatnot and Crep Protect. There are also exciting raffles and prizes that can only be found at our events. But what really makes Crepe City special is the atmosphere. Collectors, resellers, designers and everyday sneaker fans are all in the same room, chatting, exchanging and networking. It is not a business event, but is driven by the people. That’s the part I love the most and that’s what keeps people coming back year after year.

Both German and international sneaker retailers will be represented. Who is there?

You’ll see a mix of familiar faces who have been part of the European streetwear scene for years. There are also some new actors who are currently making a name for themselves. We always try to find a balance between established sellers who have been there from the beginning and up-and-coming sellers who bring something new to the table. There will also be some special guests and collaborations that we can’t talk about yet. But believe me, it will be worth coming by and seeing what happens. Each Crepe City has its own flair and Cologne will be no exception – expect surprises.

They host events in more than ten European cities, including Germany, Great Britain, France, Spain and the Netherlands. Where are we headed next?

We’ve been doing this for over a decade now. It’s crazy to see how far we’ve come since the first event in London. Over the years we have had many offers to expand as a franchise or grow faster. But that was never really our approach. For us it’s about doing things right and keeping quality high.

We only go to cities where it really makes sense. There we want to create the same Crepe City experience that people know and love. We haven’t decided exactly where to go next. But we look for places that have a real sneaker culture – not just hype. Somewhere where we can provide the best experience for our community and network of sellers. We’d rather do fewer events that have a real impact than get bogged down.

Do other cities in Germany, Austria or Switzerland offer this potential?

We had a few short conversations about Switzerland – Zurich or maybe Geneva. There is definitely a strong and passionate community there. But honestly, growing from three to 15 events in five years is something we’re very proud of. We don’t want to overextend ourselves. Every event requires a lot of planning, partnerships and local contacts to make it feel authentic. When the time is right and we find the right local partners, we will lay the foundation. Right now we’re focused on making every single event we already host the best it can be.

What developments are you currently observing in the sneaker industry?

We are stabilizing again as a community, which is really nice to see. The last few years have been wild. There were crazy resale prices, multiple drops per week, and a lot of people chasing hype instead of passion. But things are calming down now, and I think that’s a good thing. Consumers can get the shoes they want more easily again, often at or close to retail prices. Resellers can still do their thing without it feeling like a war. It seems a little more balanced. Storytelling is now becoming more valued again – why a shoe is important, what it represents. This is something we have always tried to celebrate at Crepe City. It’s not just about what you wear on your feet. It’s about what it means to you and what story it tells.

What do you think makes a good sneaker store?

For me, a good sneaker store knows who they are and what they stand for. It’s not about having everything in stock, it’s about curating something that feels real. My favorite sneaker store is Prime in Utrecht, and they’re all about Air Max. I’m an Air Max guy myself, so maybe I’m biased. But I love going in and knowing that the team understands the culture. I can ask, “Hey, do you guys have this in my size?” and they have it ready. This is real sneaker culture – personal, knowledgeable and built on passion, not just sales. Stores that build a community around what they do will always win. This can be done through events, storytelling or simply by knowing their regular customers. It’s about connection, not volume.

Is there a shoe that is still missing from your personal collection?

Oh man, I’ve had such a busy year that I haven’t managed to get my hands on this year’s Patta x Nike Air Max 90s yet. I will definitely try to get them as a gift for myself for Christmas. I’m a big fan of what Patta does. The storytelling, the roots and the way they always stay connected to Amsterdam and the real sneaker culture. That’s what I respect. So yes, this pair is missing from my shelf at the moment, but not for long.

Which models are currently particularly popular in the sneaker community?

Lately I’ve seen the Air Max 95 come back in a big way. It’s funny because it’s not one of those couples that is constantly hyped. But you see them everywhere: on your feet, on the street, in photos and now even on a skateboard. It is a real ‘shoe for everyone’ – robust, classic and versatile. Even people who aren’t deep into the sneaker scene are starting to appreciate it again, which is cool to see. That’s what I love about this culture: trends come and go, but good shoes always find their way back.

Crepe City Cologne will take place on November 15th at Motorworld, Butzweilerstraße 35-39.

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