Community over commerce: Crepe City's creative director on the transformation of sneaker culture

Crepe City is taking place in Cologne for the first time this week. Following its German debut in Berlin_ the British sneaker and streetwear event is now moving to the Rhine to bring the local scene back together.

Connull Drummond_ who has been involved with Crepe City since 2019 and has been its creative director for three years_ reveals why the organisers chose Cologne_ what is currently driving the sneaker industry and what makes a good sneaker store.

Drummond's favourite trainers are the _Basement x Nike Air Max 90 “London”__ of which he owns nine pairs because he is afraid that at some point he "won't be able to get a new pair and they might never be reissued".

Crepe City is expanding to Cologne. Following Berlin_ why did you choose this particular city?

We_ve been watching the Cologne scene for a while now. It_s a city with a really strong sense of identity_ great energy_ and a creative community that feels very authentic. There hasn't been an event like this in Cologne for six years now. It's important to give them what they want_ and celebrate the culture again.

For us it's a key city. After Berlin_ we wanted to take Crepe City somewhere that has its own rhythm. Cologne has this mix of street culture_ art_ music_ and fashion that just makes sense for us. It_s also a bit more relaxed than Berlin_ but still full of people who are passionate about sneakers and the lifestyle around it.

We know that Cologne offers a new and exciting demographic of people who will enjoy different activations_ products_ and experiences. Moreover_ people from France_ Belgium_ or the Netherlands are also close by. It_s not just about selling sneakers; it_s about bringing people together who love the same things and creating moments that stick with them.

What can visitors expect?

Visitors can expect what Crepe City has become known for all across Europe: a unique mix of energy_ creativity_ and community. We_ve got our usual array of the best and most diverse sneaker and streetwear vendors in all of Europe: sneakers_ clothing_ accessories_ collectibles. It_s a full lifestyle experience.

We_ve also got event activations from big brands like Whatnot and Crep Protect_ and some exciting giveaways and prizes that you_ll only find at our events.

Beyond that_ what really makes Crepe City special is the atmosphere. You_ve got collectors_ resellers_ designers_ and everyday sneakerheads all in the same room_ chatting_ trading_ and connecting. It_s not a corporate thing_ it_s people-driven. That_s the part I love most_ and it_s what keeps people coming back year after year.

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

You_ll see a mix of the familiar faces that have been part of the European streetwear scene for years_ as well as some new players who are making noise right now. We always aim to balance legacy sellers – the ones who_ve been there since the early days – with up-and-coming vendors who bring something fresh.

There_ll also be a few special guests and collaborations that we can_t talk about yet_ but trust me_ it_ll be worth coming down to see what_s happening. Every Crepe City has its own flavour_ and Cologne will be no different – expect surprises.

You now host events in more than ten European cities. In addition to Germany_ this includes the UK_ France_ Spain_ and the Netherlands. Where will the journey take you next?

It_s been a fun and careful journey of expansion. We_ve been doing this for over a decade now_ and it_s crazy to see how far we_ve come from that first event in London. Over the years_ we_ve had plenty of offers to franchise or grow faster_ but that_s never really been our approach.

For us_ it_s about doing things properly and keeping the quality high. We only go into cities where it genuinely makes sense and where we can create the same Crepe City experience people know and love. We haven_t decided exactly where_s next_ but we_re looking for places that have a real sneaker culture – not just hype. Somewhere we can offer the best experience to our community and our network of sellers. We_d rather do fewer events that really hit than spread ourselves too thin.

Are further locations planned in Germany_ Austria_ or Switzerland?

We_ve had a few brief conversations about Switzerland – Zurich or maybe Geneva – because there_s definitely a strong and passionate community there. But honestly_ going from three events to 15 in five years is already something we_re super proud of. We don_t want to bite off more than we can chew.

Each event takes a lot of planning_ partnerships_ and local connections to make it feel authentic. When the time is right and we find the right local partners_ we_ll start laying the foundation. For now_ we_re focused on making every single event we already run the best it can be.

What overall developments are you observing in the sneaker industry?

We_re starting to stabilise again as a community_ which is really nice to see. The last few years have been wild – crazy resell prices_ multiple drops every week_ and a lot of people chasing hype instead of passion. But that_s calming down now_ and I think it_s for the better.

People can actually get the shoes they want again_ often for retail or close to it_ and resellers can still do their thing without it feeling like a war. It feels a bit more balanced. There_s also more appreciation for storytelling again – why a shoe matters_ what it represents. That_s something we_ve always tried to celebrate at Crepe City. It_s not just about what_s on your feet; it_s about what it means to you and what story it tells.

What_ in your opinion_ constitutes a good sneaker store_ and how do retailers manage to attract customers to their stores?

For me_ a good sneaker store knows who they are and what they stand for. It_s not about stocking everything – it_s about curating something that feels true.

My favourite sneaker store is Prime in Utrecht_ and it_s all about Air Max. I_m an Air Max guy myself_ so maybe I_m biased_ but I love walking in and knowing the team understands the culture. I can ask_ “Hey_ have you got this in my size?” and they_ll have it ready.

That_s real sneaker culture – personal_ knowledgeable_ and built on passion_ not just sales. I think stores that build a community around what they do – through events_ storytelling_ or even just knowing their regulars – will always win. It_s about connection_ not volume.

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

I_ve had such a busy year that I_ve not managed to grab this year_s Patta x Nike Air Max 90s yet. I_m definitely going to try and get them for myself for Christmas.

I_m a big fan of what Patta does – the storytelling_ the roots_ the way they always stay connected to Amsterdam and to real sneaker culture. That_s what I respect. So yeah_ that pair_s missing from my shelf right now_ but not for long.

Which models are currently particularly popular within the sneaker community?

Lately_ I_ve seen the Air Max 95 making serious moves again. It_s funny because it_s not one of those pairs that_s constantly hyped_ but you see them everywhere – on foot_ on the streets_ in photos_ even on a skateboard now. It_s a real “shoe of the people". It_s tough_ classic_ and versatile. Even people who aren_t deep into sneakers 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 15 November at Motorworld_ Butzweilerstraße 35–39.

The interview was conducted in written form.