Over a series of short films and imagery, the streetwear brand gives voice to some of the city’s most exciting rising artists. Capturing them not on a stage, but in their natural environments: studios, side streets, rehearsal rooms, kitchens. Wearing pieces from NICCE Autumn/Winter 2025 collection, each artist brings their own story. Unfiltered, uncompromised, and undeniably real.
The series opens with Prido, originally from Zambia, whose voice bridges continents. He shares how his sound blends “South African strings with a little UK sound,” consciously steering away from the more established Afrobeats lane. His music is a reflection of dual identity - staying close to his roots while evolving within the UK’s vibrant underground.
Then comes Lady Ice, a force in Manchester’s music scene known for her intricate wordplay and emotional depth. In her segment, she describes her sound as “distinctive, flavoursome, deep.” Her cadence, her energy, her background all come together in a portrait of an artist who sees music as a mirror of lived experience.
Rounding out the series is P1Caps, who speaks with clarity about the hustle. Influenced by different musical paths and personal setbacks, his voice represents the grind behind every bar, every verse. Next:Up feels intimate, close-up, and rooted. Each video offers a glimpse into the artists’ lives and aspirations - not just through their music, but what surrounds it: family, language, heritage, obstacles, and community.
NICCE has always had music in its DNA. Founded in 2013 in East London, with close ties to DJ culture, the brand quickly carved out a reputation for clean, accessible streetwear that felt at home in club basements, festival fields, and recording studios alike.
Over the years, NICCE has supported grassroots music spaces, hosted pop-ups with local talent, and maintained a consistent presence within youth culture.
Brand authenticity is more important than ever and Next Up: hits the right notes. It reaffirms NICCE’s role not just as a streetwear label, but as a participant in the wider cultural landscape. The series is structured around intimacy and authenticity: voiceovers, ambient sound, candid conversation.
While Next Up: launches with Lady Ice, Prido, and P1Caps, its tone and approach suggest this is just the beginning. The short-form video format, embedded photography, artist-led voiceovers sets a blueprint for future episodes, future voices, future cities.
It’s a campaign that’s content-rich, community-focused, and culturally fluent, and that matters.
