Drama Call

Few addresses could make more sense for Drama Call’s first permanent shop than 70 Tib Street. The Manchester streetwear label staged its first pop-up nearby and returned to this Northern Quarter unit for the launch of its third adidas Originals Superstar II collaboration. Now the brand has taken over properly, creating a flagship that brings its collections, influences and story together under one roof.

Founded by Charlie Bows in 2017, Drama Call has grown from a homegrown independent into one of Manchester’s most recognisable fashion names. Heavyweight tracksuits, bold graphics and unapologetically local references established its identity, while collaborations with adidas and Manchester United introduced the label to a much wider audience. Despite that growth, the flagship is unmistakably rooted in the city that produced it.

Skateboards mounted on the walls nod to Charlie’s own skating background, while signed records from The Smiths, Aitch and other supporters reflect the brand’s close relationship with Manchester music. An illuminated “Up North” sign, a large version of the Drama Call mascot and a television continuously playing archive footage add to a space designed as much around the journey so far as the clothes currently on sale.

The address brings another layer of significance. Before Drama Call arrived, the unit housed the original Oi Polloi shop, one of Manchester’s most influential menswear retailers. Earlier still, it was home to The Sheep Store, a pioneering streetwear and skate shop which introduced local shoppers to labels including Stüssy, Carhartt, The North Face and Supreme during the 1990s. Its work connecting adidas footwear with British skate culture makes Drama Call’s Superstar collaborations feel particularly fitting.

Rather than erasing that history, the new shop pays its respects while confidently representing the next generation. Limited releases and new collections provide the immediate reason to visit, but the details surrounding them make this much more than another branded retail space. Drama Call has created a physical record of its place in Manchester culture, inside a shop that helped shape the scene long before the label existed.