Giggs x CRAFTD

This Black Friday, we wanted to put community and connection at the heart of one of the busiest weekends of the year. While most brands spent the weekend drowning customers in discounts, we did the opposite. We asked ourselves what would happen if the biggest shopping weekend of the year felt human again. What if, instead of urgency and noise, people walked away with a moment they would actually remember long after the sales ended.

That's where Giggs came in. A UK grime legend who means something to generations here and someone whose story aligns with what we believe in as a brand.

We invited Oxford Street shoppers to take a free cab ride on one of the busiest days of the year, only to find the landlord himself sitting inside waiting for them. Real conversations, honest reactions, and the chance to make a memory on a weekend that's usually anything but personal.

A moment that gave people access to someone who shaped their soundtrack growing up, and a chance to leave with some new jewellery as a thank you for being part of it, even if they didn't manage to get a seat in time.

From the second Giggs pulled up in the CRAFTD taxi, the entire mood on Oxford Street shifted. Crowds formed instantly. Within minutes the road was packed, traffic slowed to a standstill, and Oxford Circus felt like it had stopped altogether. Even the Daily Mail and Dazed turned up to see it for themselves, and what started out as something for our community became a moment the whole street wanted to be a part of.

Inside the taxi, the energy hit even harder. You could see the nerves as people stepped in, unsure of what to expect, and then the disbelief when Giggs spoke to them as if they had known each other for years. Some had been listening to him since they were kids and suddenly found themselves sitting three feet away from someone they had grown up admiring. They told him stories they had carried for years. He shared a few of his own.

Those moments are what made the day feel bigger than the crowds outside. Watching people step out of that taxi with a grin, wearing a pendant that would now hold that memory forever, reminded us exactly why we do this. Our pieces already carry meaning, but they become something entirely more personal once someone ties that meaning to their own story. Seeing those stories shared between Giggs and the people who have carried his music with them for years brought everything full circle in a way you cannot script or stage.

We wanted to give the community something they would remember, but they gave us something better: a reminder of why we do things our own way, why these moments matter, and why the relationship between a brand and the people who support it goes far beyond a product. It was one to remember, and we’re ready to see where we can take this energy next.

Keep scrolling to see more of how the day unfolded, as well as the new Melted pieces worn by the man himself.