BRED

BRAG produced and conceptualized BRED Abu Dhabi presented by Hypebeast for the first time to showcase the best of today’s neo-culture. From April 26-30 2023, the 5-day event at Yas Bay Waterfront became the epicenter of the neo-culture phenomenon that was created through the intermingling of cultures from around the world. Inspired by the power of the microphone, the pen, the thread, the brush, and the sneaker, BRED is where music, fashion, art, and sports intertwine to create a defining moment in history. With the name inspired by the “Born and Bred” culture nuance and the glory of the classic black and red sneakers, BRED is a celebration of the region’s urban scene, giving local and regional artists the opportunity to showcase their talent next to global artists, with exclusive streetwear, bespoke art, street food, basketball showdowns, and gaming, all accentuated by international music performances.

In 2024, BRED Abu Dhabi returned in full force. From April 24 to 28, the city pulsed with energy as BRED took center stage with its unique fusion of music, art, fashion, sports and food. Over 5 action-packed days, attendees were treated to an electrifying lineup featuring top HipHop talents, with headliners including Metro Boomin, AJ Tracey, Aitch, Offset, TY Dolla $ign, and Don Toliver, performing alongside up and coming regional and local artists. BRED Abu Dhabi also showcased captivating interactive art installations, a skate park, as well as a basketball and a futsal court. The date was marked, crews were gathered, and attendees dove into the ultimate celebration at Bred Abu Dhabi 2024!