DAGGER Launches Autumn/Winter 2026 Campaign

DAGGER Launches Autumn/Winter 2026 Campaign entitled “PLAY HARD”

Berlin, September 2026 – DAGGER presents its Autumn/Winter 2026 collection, “PLAY HARD,” exploring themes of youth, identity and belonging through founder and Creative Director Luke Raine’s memories of growing up in Portrush, a small seaside town in Northern Ireland.

Inspired by the atmosphere of Portrush in winter, Dagger AW26 / Autumn/Winter 2026 Campaign captures a colder, darker and more isolated side of the coastal town, where tourists disappear and young people create their own forms of entertainment and community through skateboarding, friendship, hanging out and self-expression. “PLAY HARD” translates these memories into DAGGER’s signature skate and streetwear language, reinterpreting familiar garments through a contemporary fashion perspective. Oversized outerwear, denim, knitwear, graphic pieces and layered jersey are combined with references to school uniforms, sportswear, workwear and early-2000s skate culture.

Rather than directly reproducing nostalgia, the collection reconstructs fragments of Raine’s memories into an imagined version of home, marking a further evolution of DAGGER from its streetwear and T-shirt roots towards a contemporary fashion identity. First presented during Berlin Fashion Week in January 2026 at Kraftwerk Berlin, PLAY HARD marked the brand’s debut runway show and expanded its world beyond clothing.

For AW26, DAGGER is also strengthening its international presence, launching with 20 retailers worldwide, including Dover Street Market Paris, Antonioli Italy and GR8 Japan. The collection will be available from September 2026 through DAGGER’s website and selected retailers.