A streetwear brand born in the shadow of Sant Adrià de Besòs’s most defining landmark has launched a new clothing collection paying tribute to its history and future. North Point, founded in 1993, is honouring the iconic Three Chimneys with a capsule collection that charts the area’s journey from industrial workhorse to a hub of cultural and urban transformation.

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The collection, named “North Point x Tres Xemeneies,” serves as a wearable narrative of the Besòs coastline, a symbol of local pride for a brand deeply rooted in the skate, graffiti, and urban culture of the Barcelona metropolitan area.

From Power Plant to Streetwear Icon

For decades, the three colossal chimneys of the former thermal power station have dominated the skyline. Built in the 1970s and decommissioned in 2011, the structure has evolved from an industrial monolith into what North Point calls its “urban cathedral.” This concrete trio has been a constant backdrop for the brand’s thirty-year history, a silent witness to the area’s shifting identity.

The landmark is now at the heart of one of the region’s most ambitious regeneration projects. In a sign of its growing cultural importance, the site will open to the public for the first time as a central venue for the Manifesta 15 European Nomadic Biennial, running from 8 September to 24 November 2024.

A Collection in Three Acts

Metrópoli Abierta reports the collection centres on three distinct concepts, each reflecting a different era of the Besòs story.

  • Roots: This line looks to the industrial past. It features workwear aesthetics, heavy fabrics, and muted tones, evoking the factory origins of the neighbourhood and the labour of those who built it.
  • Vibe: Centred on the present, this range embraces contemporary urban culture. With oversized cuts and bold designs, the chimneys are transformed into a graphic icon, connecting with the area’s burgeoning street art scene and cultural events.
  • Next Gen: This forward-looking line projects the future of the Besòs waterfront. It uses technical fabrics and a more refined, clean aesthetic, inspired by the profound transformation underway.

This future includes the development of the Catalunya Media City, a major audiovisual hub planned for the former turbine hall. The project is part of a wider urban plan that will see almost 1,800 new homes and significant green spaces reshape the area, a key part of the broader Besòs waterfront revamp.

“From Sant Adrià to the World”

For North Point, this collection is more than just fashion; it is a declaration of identity. The brand proudly reclaims its origins, celebrating its deep connection to a territory that has evolved from an industrial periphery to a focal point of urban innovation in the Barcelona metropolitan area.

“From Sant Adrià to the world,” the brand summarises, capturing the spirit of a generation that grew up amidst skateparks, railway lines, and factories. The project aims to tell a story that resonates far beyond the Besòs river, championing the perspective of those who see the Three Chimneys as much more than just concrete.

Major corporate investments, such as Inditex’s plans for a new 164,000 m² campus nearby, further underscore the area’s economic revitalisation. North Point’s collection encapsulates this moment of transition, weaving the neighbourhood’s gritty past and gleaming future into the very fabric of its designs.