Farah X
Rampage Sound

A landmark collaboration between Farah Menswear and Rampage Sound — the iconic Notting Hill Carnival Sound Systemst attracting over 100,000 visitors each year. Created to launch Farah’s Autumn/Winter collection through an authentic celebration of UK sound system culture.

As Director, Producer and Music Supervisor, I oversaw the creative direction and production across the partnership. This included Farah’s full-stage sponsorship at the Notting Hill Carnival, the Farah x Rampage T-shirt collaboration, and live coverage on Boiler Room and BBC 1Xtra of performances from Wiley, Giggs, D Double E, NSG, Donaeo, Stylo G, and Wstrn.

At the heart of the campaign was “Nice Up The Dance”, a documentary exploring the history and cultural impact of UK sound systems, featuring Trevor Nelson, Toddla T, Jammer (BBK), Tippa Irie and Mykael Riley. Blending interviews, archive, and live performances, the film paid tribute to the pioneers and communities that shaped Britain’s musical identity.

The project united fashion, music and cultural heritage, positioning Farah within the pulse of contemporary UK culture while honouring the legacy of sound system history.