South Beach turned into a high-energy runway on May 9 and 10 as MCM, SNIPES, and DJ Khaled debuted their limited-edition “Make It Miami” collection, an unapologetic collision of German luxury and global streetwear, designed to celebrate the cultural pulse of Miami. With DJ Khaled at the helm as both face of the campaign and SNIPES’ Chief Creative Officer, the two-day event unfolded with the kind of swagger and spectacle only Khaled could deliver.
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“This one with MCM really showed up and showed out,” said Khaled. “The fact that it was inspired by the 305 made it personal for me. And launching it at SNIPES and my We The Best store was another one!” His enthusiasm set the tone for an activation that embodied Miami’s electric pulse, as fans lined up around the block to catch a glimpse of Khaled and experience the drop firsthand.
Held across SNIPES’ South Beach location and Khaled’s own We The Best store, the celebration featured back-to-back appearances from the mogul himself. On May 9, a private VIP event brought out some of the city’s most recognizable faces. Rapper Swae Lee joined the festivities, along with SNIPES CEO Dennis Schröder, MCM CEO Sung-Joon Kim, and a cast of creators including Brad Mondo, Martín Soto, Ricky Lopez-Espin, Kye Alexis, Victoria Vescio, Robbie Schmurda, and Micah Kimberley. DJ PeexWeezy soundtracked the night, keeping the energy high and the crowd moving.
At its core, the “Make It Miami” collection is a love letter to the city. It channels Miami’s tropical edge, nightlife energy, and street-savvy attitude while staying rooted in craftsmanship. A dynamic color palette of black, white, pink, and turquoise ties the pieces together, evoking the beaches, sunsets, and neon-drenched streets of Florida’s cultural capital. Textures and finishes, glitter studs, oversized prints, and modern silhouettes, push the limits of traditional luxury aesthetics, infusing them with a playful, fearless edge.
The capsule includes apparel, accessories, and leather goods. Key pieces like the Miami Palm Bomber Jacket ($599.99) and the Gradient Resort Shirt ($299.99) encapsulate the dual spirit of the drop: polished and loud, refined yet raw. Two exclusive bag lines take center stage, black nylon bags, designed exclusively for SNIPES, and elegant white leather pieces, available only through MCM. The accessories, much like the apparel, reflect the fusion of two brand DNAs and two cultural codes, brought together through shared values of authenticity and creativity.
“Creating a streetwear collection with MCM was a bold statement,” said SNIPES CEO Dennis Schröder. “Bringing a luxury brand with such a rich heritage into street culture and making it accessible to our community showed what’s possible with creative vision and the right partners. By rethinking partnerships and stepping outside the box, we pushed boundaries while staying true to who we are.”
MCM Chief Visionary Officer Sung-Joon Kim added, “This collaboration with SNIPES was a bold fusion of luxury and street culture, celebrating fearless self-expression and shared creative values. At MCM, we thrive on rewriting the rules through innovation and craftsmanship, and this partnership ignited that spirit with dynamic energy and global impact.”
The pricing strategy reflects the collection’s hybrid identity: premium yet accessible, with clothing ranging from $199.99 to $599.99 and accessories priced between $350 and $800. The rapid sell-out of many items within hours of release confirmed the buzz around the collaboration was more than hype, it was demand driven by cultural resonance.
What makes “Make It Miami” significant is not just the collaboration itself, but the context in which it landed. Miami has increasingly become a focal point for fashion, art, and music, and this drop strategically anchored itself in that momentum. The project speaks directly to the city’s youth-driven, style-conscious culture, where global luxury must coexist with local energy to feel relevant.
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Beyond the immediate sell-through and social media moments, the collection signals a broader shift in how fashion brands think about regional identity. Rather than flattening style into a universal formula, “Make It Miami” leans into location-specific expression, inviting wearers to inhabit the heat, vibrancy, and swagger of its namesake city.
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For MCM, the collection builds on a growing interest in streetwear-luxury hybrids, while for SNIPES, it reinforces their position as a platform for culture, community, and collaboration. For DJ Khaled, it’s a full-circle moment, taking the energy of his city, combining it with two powerhouse brands, and delivering a drop that felt uniquely personal.
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The “Make It Miami” collection is now available at select SNIPES and MCM locations, though key pieces have already disappeared from shelves. With its loud colors, boundary-pushing design, and high-profile backing, this capsule is a new blueprint for what regional luxury can look like.
