Pull&Bear‘s Streetwear Department line, known as STWD, activated a temporary space in Madrid for three days. The event was called Friends & Family, and it brought together some of the most relevant voices in the new urban culture. The goal was simple: broaden the circle, generate real connections, and position STWD alongside those who are building the present and future of streetwear.
For three days, Thursday through Saturday, STWD transformed a strategic space into a meeting point for the creative community. The format sat somewhere between a showroom, a cultural space, and a social hub. The idea was to reinterpret traditional presentation codes and create an intimate and curated experience aimed at press, creators, and key figures in Madrid’s creative scene.
The space was designed with simplicity and intention. Minimal intervention. Maximum cultural impact. The environment was meant to be inhabited by the community, where sharing and connecting could happen organically. This reinforced STWD’s role as a creative voice and a platform for emerging scenes.
Alvaro Costa
The programming revolved around three collectives. Each one took control of the space and reinterpreted it through their own language, engaging their respective communities. During the day, the showroom and café format fostered an atmosphere of encounter and discovery. As evening fell, micro-events turned the space into a hub of cultural activity.
Andy Waak
The first day was led by Madrid-based artist Álvaro Costa, whose minimalist and conceptual practice engages with the codes of street art. He was joined by the Pachanga collective, a leading name in the local club scene. The second day featured L’Haine, a key figure in the new urban wave that combines music and cinematic aesthetics. Guests also enjoyed a DJ set by Patata. The event concluded with ZSONGO, a cultural movement that fuses music, fashion, and the Afro-descendant community. ZSONGO connects genres like amapiano and Afrobeats with its own unique aesthetic.
Aron Benito
Beyond the physical event, the initiative is amplified through content and narratives that bring the local into a global conversation, consolidating STWD as a window onto contemporary creativity. In a context where street culture is constantly evolving, STWD positions itself not only as a reflection of that transformation but as an active part of it.
Check more photos from the event below:
Big Daddy
C Marí
Choclock
Shaquille Boundil
Solaris
Foie gras
Gleb Abrasimov
Spicy Jaime
Yves Faure
Zsongo
