Why Suren is More Than Clothing. It’s Access to Culture

Our first campaign is called “Turn Up Without the Applause.”

That line says everything about the spirit behind the brand. It’s about the ones who show up week in, week out, putting in work with no spotlight, no big stage, no promise of applause. It’s about building in silence until that defining moment arrives.

For me, that story lives in the pirate radio era.

I was born and bred in Birmingham, UK. My introduction to pirate radio was when my mum would have revival music blasting through the speakers every Sunday while she cooked sunday dinner. Through those same stations, me and my sister first listened to Rap and RnB - 2Pac, Biggie, Nas, Wu-Tang, Total and SWV. That was culture shaping us without us even realising.

As for the UK music culture, I listened to it evolve from Jungle, DnB, Garage to Grime. MCs spitting live on Smooth fm, Passion fm (Hot92) and Silk City - raw, unfiltered, just doing there ting. It was powerful because if you missed the set, you missed it forever. You had to be tuned in, you had to be there. That energy, that exclusivity, that sense of community through frequency is something I’ll never forget.

That’s why this campaign matters. It doesn’t define Suren as a whole — we’re not only about pirate radio. But it taps into that era to share a story that shaped me and the UK music scene.

The people behind pirate radio embodied the Suren ethos: Built for Defining Moments. They worked in silence when no one cared and what they created became the foundation of culture. This collection is a nod to them, to the cassette tapes, the moments, the sets that only existed once. It’s a reminder that greatness often comes without applause.

Suren is more than clothing. It’s access to culture, past and present. With our first campaign, we’re honouring everyone that played their part and the ones that are now carrying the baton.