back to school•Jun 16, 2026

SPRAYGROUND CELEBRATES 16 YEARS OF DISRUPTING FASHION WITH ITS BIGGEST-EVER BACK-TO-SCHOOL COLLECTION

By Holly Page

More than 150 New Designs, Exclusive Licensed Collaborations, and Collectible Styles Mark the Brand’s Milestone Anniversary NEW YORK, NY, June 13th — Sprayground, the globally recognized streetwear accessories brand known…

SPRAYGROUND TEAMS UP WITH UNIVERSITY OF MIAMI STAR MALACHI TONEY FOR EXCLUSIVE NEW BACKPACK COLLABORATION

Posted by Holly Page on July 20, 2026

SPRAYGROUND TEAMS UP WITH UNIVERSITY OF MIAMI STAR MALACHI TONEY FOR EXCLUSIVE NEW BACKPACK COLLABORATION

Bold design meets elite athletic energy in Sprayground’s latest limited-edition release

July 20, 2026, Miami, Florida – Sprayground, the globally recognized leader in artistic backpacks, travel accessories, and collectible collaborations, has partnered with one of college football’s most exciting young stars, Malachi Toney of the University of Miami, to launch an exclusive new backpack celebrating individuality, performance, and game-day style.

The limited-edition Sprayground x Malachi Toney Backpack transforms Toney’s electrifying presence on the field into a striking wearable statement piece, combining Sprayground’s signature design language with the spirit and energy of Miami football. The collaboration is available now online and at select boutiques across the United States.

Designed to stand out both on campus and on the streets, the backpack features a bold green checkerboard pattern inspired by luxury aesthetics, contrasted with vibrant orange accents that pay homage to Miami’s iconic colors. The front panel showcases an illustrated graphic of Malachi Toney in action, wearing his University of Miami jersey, surrounded by dynamic artwork that captures speed, confidence, and competitive intensity.

Additional design details include:

• Premium faux leather construction
• Oversized front graphic artwork featuring Malachi Toney
• Signature Sprayground checkerboard pattern in green and black
• Orange accent details and custom trim
• Metallic-inspired “75” chain graphic celebrating Toney’s number
• Spacious compartments for everyday use, travel, and game day essentials
• Sprayground’s iconic collectible design approach

“Malachi represents the next generation of athletes who are shaping culture beyond the game,” said Sprayground founder David BenDavid. “This collaboration captures his energy, confidence, and Miami spirit while delivering a piece that fans, collectors, and fashion enthusiasts can wear proudly.”

Already known for collaborations spanning sports, entertainment, art, and pop culture, Sprayground continues to push the boundaries between fashion and storytelling through collectible accessories that celebrate individuality and self-expression. 

SOHO BECOMES SPRAYGROUND’S NEW PLAYGROUND

Posted by Holly Page on July 20, 2026

Following an exceptional opening day, Sprayground extends its first UK pop-

up until end of month – 31st July.

Following an exceptional opening day, internationally renowned New York creative lifestyle brand Sprayground has announced the extension of its first UK pop-up, Sprayground’s Soho Playground, until Friday 31st July.

Originally scheduled to close on 26th July, the immersive retail destination at Future Stores, on the iconic corner of Oxford Street and Dean Street, will now continue through the end of the month following a hugely successful launch, exceptional first-day trading and an enthusiastic public response.

What began as a planned launch celebration quickly evolved into one of Soho’s standout cultural moments, as Londoners, tourists and shoppers wandered in from Oxford Street to unexpectedly discover one of the UK’s leading rap artists performing live, while browsing Sprayground’s latest collections.

Occupying one of Europe’s busiest shopping crossroads and the gateway between Oxford Street and Soho, Sprayground’s Soho Playground brings together art, fashion, music, food and community through an evolving programme of immersive installations, creative collaborations and free public events.

Founded by David BenDavid, whose contribution to entrepreneurship, creativity and global fashion was recognised at the UK Houses of Parliament earlier this summer with the Medal of Honour for Global Fashion Excellence, Sprayground has grown from a disruptive New York accessories label into one of the world’s leading creative lifestyle brands, celebrated for its bold design, artistic collaborations and fearless originality.

LAUNCH CELEBRATION – OPENING DAY & PARTY

Sprayground’s Soho Playground officially opened on Thursday with a vibrant launch celebration welcoming media, creators, cultural tastemakers, partners, invited guests and members of the public, many of whom wandered in directly from Oxford Street and Soho to discover the event.

Visitors explored the immersive installations, experienced the Playground after hours, enjoyed opening-night refreshments and shopped Sprayground’s latest collections throughout an exceptional first day of trading, with the brand’s signature bags proving an immediate hit with visitors.The evening culminated in an exclusive live performance from acclaimed British rapper Mist, who performed his platinum-selling hit So High before giving audiences the exclusive first live performance of brand-new music ahead of its official release today.

DJ and producer Soraya soundtracked the evening before Mist joined the floor, celebrating their growing creative partnership through music, performance and culture, while Mist met with fans at the store during an exclusive Sprayground bag signing, which he announced live on his socials.

SPRAYGROUND CREATES: SOHO COMMUNITY SESSIONS

While founder David BenDavid joins the London residency during its second week, the opening days have placed the spotlight firmly on community through the launch of Sprayground Creates: Soho Community Sessions.

Before welcoming David to London, Sprayground has opened its doors to local schools, colleges, youth organisations, charities, food banks and community groups through a new programme celebrating creativity, opportunity and self- expression.

Inspired by the longstanding community work of Chief Operating Officer James Ferrell, the initiative builds on Sprayground’s successful partnerships with schools and grassroots organisations across the United States, supporting young people through educational programmes, mentoring and charitable backpack donations.

The aim is simple: to introduce Sprayground to Soho by becoming part of its community.

James Ferrell, Chief Operating Officer of Sprayground, said: “Sprayground has always believed creativity can open doors. Everywhere we go, we try to leave something positive behind by supporting young people, working with local communities and creating opportunities through creativity, culture and mentorship. Beginning our London story in Soho by welcoming schools, charities and community organisations felt like the natural place to start.”

WELCOME TO THE PLAYGROUND

Visitors can expect an immersive environment unlike anything else on Oxford Street. Taking centre stage are two extraordinary sculptures conceived by David BenDavid and created entirely from Sprayground luggage. LUGGATOR Standing 3.7 metres tall and weighing approximately 136kg, LUGGATOR has been created entirely from Sprayground luggage and features a bespoke digital screen integrated into its face, bringing the installation to life.

THE SPRAYGROUND SUPERCAR

Weighing approximately 227kg and constructed entirely from Sprayground luggage, the life-sized sculptural supercar transforms one of David BenDavid’s childhood ambitions into reality.

Together, the installations blur the boundaries between sculpture, engineering, technology and fashion, creating two ambitious visual centrepieces exclusive to Sprayground’s Soho Playground.

David BenDavid, Founder and Creative Director of Sprayground, said: “As a kid, I always dreamed about designing my own supercar. Sprayground has always been about turning imagination into reality, so building one entirely from our own luggage felt like the ultimate creative challenge. I also grew up fascinated by giant transforming robots and that sense of limitless imagination. LUGGATOR celebrates creativity, transformation and the belief that anything is possible.”

EXTENDED UNTIL 31st JULY

Following an exceptional opening day, Sprayground has confirmed that Soho Playground will now remain open until Friday 31st July, giving Londoners and visitors an additional week to experience the installations, exclusive product launches, creative collaborations and community programme. Founder David BenDavid will join the programme during the extended residency, meeting fans, collaborators, media and the wider creative community as Sprayground celebrates its latest international chapter.

WHAT’S ON AT SPRAYGROUND’S SOHO PLAYGROUND

Friday 17th July

Influencer & Creator Day

TikTok LIVE, creator gifting and exclusive content.

Sunday 19th July

Family Fun Day

Popcorn, slushies, sweet treats, games and giveaways.

Monday 20th July – 6.00pm – 8.00pm

Back to the 90s with Smacks 

Featuring artwork by The Cameron Twins alongside music, snacks and exclusive experiences.

Tuesday 21st July

Candy & Community Day

Candy, popcorn, slushies, sweet treats and giveaways.

Wednesday 22nd July

Sprayground Workout

A special fitness activation with celebrity and Nike trainers.

Thursday 23rd July – 4.00pm – 8.00pm

Chai Beauty x Sprayground

Complimentary tooth gems, music, popcorn and slushies.

Friday 24th July

Creator & Community Day

Creator visits, gifting, content opportunities and in-store surprises.

Sunday 26th July

Family Day

Candy, popcorn and community.

Additional collaborations, surprise appearances and special activations will

continue to be announced throughout the extended residency.

VISITOR INFORMATION

Sprayground’s Soho Playground

Future Stores

95 Oxford Street (corner of Oxford Street & Dean Street)

London W1D 2AD

Extended residency: 16th

– 31st July 2026

Opening Hours

Monday – Friday: 10.00am – 8.00pm

Saturday: Closed

Sunday: 12.00pm – 6.00pm

FORBES EXCLUSIVE: How Sprayground Built A Cultural Empire Through Instinct

Posted by Holly Page on June 29, 2026

How Sprayground Built A Cultural Empire Through Instinct

Sprayground — the New York-based street culture accessories brand known for its limited-edition, artist-designed bags — has built something over sixteen years that mega brands spend decades and fortunes trying to create: a community that actually cares. The brand that started with a single backpack design on the streets of New York has hit the top five best-selling brand list on StockX — where audiences are paying above retail for the gear — and the brand’s recent London Fashion Week debut was also received with rapturous applause.

So how are they doing it?

By ignoring much of what conventional brand-building wisdom tells us.

Founder David BenDavid leads the brand first and foremost through his raw passion for art, and creating the products he’s convinced the world needs.

And given brand building today is dominated by research and audience insights, his approach stands in stark contrast to much of what traditional brand strategy teaches us.

Here are four key truths that Sprayground reveals about creating a brand that breaks through.

The Name Must Double Up As The Manifesto.

Spray. Ground. Two words collapsed into one. Graffiti and playground both conjure up a world of rebellion, self-expression and play. A creative culture with unique rules that are far removed from the mainstream — the rules of those who saw a wall and dared to reimagine it as a canvas.

Safe to say, the name didn’t emerge from a best-practices branding manual.

It was BenDavid articulating the brand’s belief system — instinctively — before a single bag had been sold. And everything the brand has created since then — the limited editions, the unconventional hires, the refusal to optimize for volume despite the financial pressures — you name it — flows from that original belief.

Research into brand linguistics shows that the most culturally durable brand names give audiences a place to inhabit rather than merely a product to purchase. And I’d say BenDavid did exactly that. Sixteen years later, people are still living inside the world he created.

Hire For Who They Are, Not What They’ve Done.

The people Sprayground has hired over the years are not, by any means, conventional marketers. They do, however, all have something in common with BenDavid — his values and outlook on life.

Creatives, free-thinkers, outsiders, people who went to art or design school and then found that the professional world had little room for what they actually believed in — all align with BenDavid’s own background as a former design student at the School of Visual Arts. Even today, he appears driven less by ambition than by having something to express. So it’s no surprise that many of his employees remain with him 16 years later.

What BenDavid’s approach reflects is hiring for who someone is rather than what they’ve done. And I believe that distinction matters — especially for brands looking to build a unique culture of like-minded individuals dedicated to the arts — because those who share your values don’t need convincing. They’re already living them.

Those who have worked closely with BenDavid describe what that feels like from the inside in remarkably similar terms. Like a band, where every member trusts the others so completely that when you’re on stage, you can fly. As the singer, you know the bass player and drummer are in sync because that foundation was there from the beginning. That’s the level of inner alignment Sprayground aims for — and it shows.

Research into values-based hiring consistently shows that founders who prioritize alignment over credentials in their early hires build brands with significantly stronger cultural staying power over time.

Feeling Always First.

Graffiti has always understood how to evoke feelings. Sprayground operates from much the same instinct. The goal? To create art that is unique, unexpected and capable of making people feel something.

One reason audiences have gravitated toward Sprayground is because the brand carries an emotional truth that resonates with a specific cultural audience.

The brand’s early growth wasn’t driven by traditional celebrity partnerships or gifting campaigns. Instead, cultural adoption emerged organically as artists, athletes and entertainers began carrying the products of their own accord. It was the natural consequence of making something that felt real in a highly competitive market full of other beautiful bags.

That organic cultural heat carried real brand equity — opening doors and getting Sprayground into the coolest skate boutiques early on because buyers recognized something their audiences would feel before they could explain why.

I’d say most leaders would agree that emotion matters in branding. But what’s rarer is a brand that makes it both the starting and ending point — a brand born from emotion rather than one that builds a product and then layers an emotional promise onto it during the marketing stage.

One study finds that emotionally connected consumers are 52% more valuable to a brand than those who are merely satisfied — a distinction that performance marketing, however sophisticated, consistently fails to manufacture. Another reportfound that nearly 70% of Gen Z consumers prefer brands that align with their values, drawn to brands that feel like an extension of who they already are.

The Long Game Is Not A Consolation Prize.

DAVID BENDAVID HONOURED AT THE UK HOUSE OF COMMONS WITH THE MEDAL OF HONOUR IN GLOBAL FASHION EXCELLENCE

Posted by Holly Page on June 29, 2026

David Ben David, founder and Chief Executive Officer of Sprayground, was honoured at the House of Commons during the Parliamentary Society for Arts, Fashion & Sports Assembly.

Hosted by Alex Davies-Jones MP and Rebeca Riofrio, the Assembly addressed the responsibility of influence within the creative industries and recognised individuals whose work has shaped culture across fashion, media, art and public life.

Ben David received the Medal of Honour in Global Fashion Excellence at the UK House of Parliament. His speech centered around the safety for women in the fashion industry, youth empowerment and leadership. 

Born in the Bronx, he transformed Sprayground from a bold creative idea into a global lifestyle brand, redefining backpacks as objects of fashion, art and self-expression. Since launching the company in 2010, Sprayground has grown internationally and is now present in more than 90 countries.

His speech was one of the most heartfelt of the evening. Rather than focusing only on commercial success, Ben David spoke with eloquence and gratitude about the people who helped build the brand.

He praised members of his team, including Sandflower Dyson and James Ferrell, and paid a moving tribute to his mother, Carol Camel. He also recognised his brother, Mike David, who works with him at Sprayground.

His words reflected one of the Assembly’s central messages: that true leadership is not built alone, but through loyalty, family, teamwork and gratitude.

Sprayground Joins Industry Leaders at The New Ownership During London Climate Action Week

Posted by Holly Page on June 24, 2026

As part of London Climate Action Week, Sprayground’s Vice President James Ferrell and Sandflower Dyson, VP and Creative Director of Content, joined an influential gathering of changemakers, founders, creatives, and sustainability leaders at The New Ownership, hosted on the iconic Rosewood Terrace in London.

The evening brought together an extraordinary cross-section of voices from fashion, culture, sustainability, media, technology, policy, and investment to discuss a critical question shaping the future of our industry: What does ownership look like in a more connected, transparent, and sustainable world?

Among those in attendance were renowned figures including Paloma Faith, Katherine Hamnett, Orsola de Castro, Aja Barber, Charlotte Kan, Laura Milillo, Eunice Olumide, Kati Chitrakorn, Tolu Coker, Masha Popova, and many others who continue to drive meaningful change across their respective fields.

The event was more than a gathering—it was a powerful exchange of ideas centered around a shared belief that the future of business, fashion, and culture must be built through collaboration. Conversations explored how brands can move beyond traditional transactional relationships and create deeper, more meaningful connections with consumers while reducing environmental impact.

One of the most memorable moments of the evening came when attendees received handwritten notes of appreciation recognizing their contributions to the industry. The gesture served as a reminder that meaningful progress is driven by people—those who consistently challenge norms, champion innovation, and push for positive change.

A key theme throughout the discussion was the concept of a “new ownership” model: one where products, brands, and communities remain connected long after a purchase is made. The vision presented was clear—a future where every product tells a story, fosters a relationship, and contributes to a more responsible and transparent ecosystem.

For Sprayground, participation in conversations like these is essential. As a brand built on creativity, culture, and community, we believe the next generation of innovation will come from partnerships that bridge industries, generations, and perspectives.

Reflecting on the event, James Ferrell and Sandflower Dyson joined fellow leaders in recognizing that the future of fashion and consumer culture cannot be shaped by any one company or sector alone. It will require collective action, bold ideas, and a willingness to rethink how value is created and shared.

We are grateful to have been part of such an inspiring evening and look forward to continuing the conversation around creativity, responsibility, and the evolving relationship between brands, consumers, and the planet.

Because the future belongs not just to those who create products—but to those who create lasting connections.

SPRAYGROUND CELEBRATES 16 YEARS OF DISRUPTING FASHION WITH ITS BIGGEST-EVER BACK-TO-SCHOOL COLLECTION

Posted by Holly Page on June 16, 2026

More than 150 New Designs, Exclusive Licensed Collaborations, and Collectible Styles Mark the Brand’s Milestone Anniversary

NEW YORK, NY, June 13th — Sprayground, the globally recognized streetwear accessories brand known for transforming backpacks into wearable art, is celebrating its 16th anniversary with the launch of its highly anticipated Back-to-School 2026 Collection – the largest collection in the brand’s history.

Featuring more than 150 unique designs, the collection showcases Sprayground’s signature blend of bold creativity, pop culture storytelling, and collectible fashion, offering students, travelers, and trendsetters an unprecedented range of styles ahead of the new school year.

As the brand enters its 16th year, the Back-to-School Collection serves as both a celebration of Sprayground’s legacy and a glimpse into its future, with fresh interpretations of fan-favorite themes, innovative materials, and an expansive lineup of licensed collaborations.

“This collection represents everything Sprayground stands for – fearless creativity, individuality, and pushing the boundaries of what accessories can be,” said David BenDavid, Founder and CEO of Sprayground. “Celebrating 16 years with our biggest Back-to-School launch ever is a major milestone for the brand, and we’re excited to bring our community an incredible mix of original designs and iconic collaborations.”

ICONIC LICENSED COLLABORATIONS TAKE CENTER STAGE

The collection introduces a series of highly anticipated collaborations with some of the world’s most beloved entertainment franchises, including:

• Teenage Mutant Ninja Turtles, featuring a playful Sprayground twist on the brand’s iconic plush Money Bear backpacks
• Casper the Friendly Ghost
• Family Guy
• Inspector Gadget
• Looney Tunes
• Disney’s Mickey Mouse & Friends
• Nickelodeon favorites

Each collaboration combines Sprayground’s distinctive design language with instantly recognizable characters, creating collectible pieces that appeal to both longtime fans and a new generation of consumers.

THE ULTIMATE BACK-TO-SCHOOL DESTINATION

From statement-making backpacks and luggage to accessories and limited-edition collectibles, the Back-to-School Collection delivers options for every personality and style. The expansive assortment reflects Sprayground’s commitment to self-expression and its continued influence at the intersection of fashion, art, music, sports, and pop culture.

Since its founding in 2010, Sprayground has redefined the accessories market by turning everyday essentials into conversation-starting fashion statements. Sixteen years later, the brand continues to innovate and inspire a global community of creators, collectors, and tastemakers.

The Sprayground Back-to-School 2026 Collection is available now at Sprayground.com, select retailers worldwide, and Sprayground flagship locations.