DAGGER is a Berlin-based brand that takes its name from the ceremonial blade used in pagan rituals. A symbol of endings, beginnings and transformation. DAGGER’s aesthetic was formed by the founder Luke Rainey’s childhood growing up in North of Ireland in the early 2000’s. The brands DIY and punk spirit is the reflection of this.
The newest collection ‘Play Hard’ emerges as a deeply personal reflection on growing up in Portrush, a working-class seaside town on the northern edge of Ireland. Against a backdrop of boarded-up arcades and unforgiving coastal weather, the collection traces how skateboarding offered more than recreation. It created escape, community, and a sense of self in a place where opportunities felt scarce.
Every look is grounded in lived experience. Rather than chasing polish or perfection, ‘Play Hard’ embraces roughness, vulnerability, and the marks left by resilience. The collection reflects how creativity and freedom can emerge from limitation, shaped by shared experiences and the strength of community.
The supporting brands carry equal emotional weight. VANS appears throughout the collection, showcasing the designer’s two most worn silhouettes: Authentics and Slip-Ons, reimagined as hand-customised versions worn by every model. Eastpak brings one of the designer’s most personal objects into the collection: the iconic Pack’r backpack. Reintroduced here, it pays tribute to belonging, memory, and the lasting impact of personal history.
