AN INTERVIEW WITH SPRAYGROUND’S JAMES FERRELL

Written by Natalie Robinson – Personal Stylist, Personal Shopper and Contributing Style Editor.

Following the Sprayground launch party on Thursday, 16th July, the celebration continued at the brand’s iconic Soho pop-up, with The Cameron Twins and Krept joining the festivities on Monday, 20th July. Set within the “experiential retail” space on Oxford Street, the store buzzed with energy as celebrity guests, media, and brand partners mingled against a backdrop of Sprayground’s signature graphic-printed bags and sculptural installations. Food was provided by Smacks Burgers & Hot Chicken, of which Krept is Creative Director. The evening captured everything Sprayground does best: bold design, cultural relevance, and a community-first spirit – all wrapped up in one unmistakably vibrant Soho moment.

Sprayground’s Soho Playground: Inside the Conversation

Amid the crowd, I had the pleasure of meeting James Ferrell, the driving force behind Sprayground’s operations as Chief Operating Officer. Ferrell’s influence on the label extends well beyond the boardroom – his long-standing commitment to community work and mentorship has shaped much of Sprayground’s ethos, and it was clear in conversation that the brand’s London debut carries that same sense of purpose alongside its playful, creative energy.

Ferrell is quick to credit founder David BenDavid as the face of the brand, but makes clear he’s the engine behind the scenes.

“David, of course, everybody knows he’s the founder. And I’m the man behind David BenDavid. So when you see him, you see me. Or if you see the brand, you’ll see me. So anywhere that brand pops up, I’m the guy that’s there,”  he told me, describing himself as the vice president working closely alongside BenDavid on every appearance and initiative.

On giving back

What struck me most was Ferrell’s openness about his charitable work – support for incarcerated youth, single-mother households, and young people who need more than just a bag. He described standing outside a fast-food restaurant himself to buy meals for those who needed them, brushing off the gesture’s significance even as he described its impact. For Ferrell, the point isn’t recognition. “If you’re gonna give somebody something, it shouldn’t be something highlighted in bright lights,” he explained – the work matters more than who sees it.

“You can be in trouble, you can be that bad kid. But you can turn yourself around. You can be part of that 1%. So I give them the hope,” Ferrell continues.

Perhaps most compelling was Ferrell’s honesty about his own background. Rather than leaning on a hardship narrative, Ferrell was candid that he grew up with everything – a mother, a father, a good life – and simply chose a difficult path as a young man. It’s that lived experience, on both sides, that he says lets him speak to kids in a way most visiting speakers can’t.

“I chose to be the bad one in the family. So this is, like, my way of giving back. I can tell kids about stories. Because a lot of people go to schools and speak to kids, but they’ve never been on their side. They didn’t know what it felt like to be in a detention centre or to be arrested. They don’t know what that side of it is. I know what that side is. ‘Cause I did it both. So I try to show that to kids. You can make it, it’s hope.” Ferrell says passionately.

On mentorship and opportunity

Ferrell spoke about plans to bring the brand’s US mentorship initiatives to London, including fully funded opportunities for young entrepreneurs to gain visibility in the fashion industry – no strings attached. He was firm on one point: he has no interest in gatekeeping. If someone he mentors surpasses him, he sees it as proof he did his job well.

“So right now, what we’re gonna be doing in the U.S. and hopefully we can do it here. We’re giving young entrepreneurs a chance to be part of fashion weeks,” Ferrell says.

On what drives him

Asked what keeps him going, Ferrell didn’t point to business milestones or accolades – he says “My Mama…” who continues to push him forward every time retirement crosses his mind.

“Listen, she gives me my pep talks. When I tell her I want to retire, she says, You really want to retire? You’ve got more to do. So go, go, go finish!”

What’s next

Ferrell teased ambitions well beyond backpacks – hinting at ventures into areas “other brands only dream about,” and suggesting Sprayground’s next chapter may arrive sooner than expected, which brings me to Krept.

Krept: On Community, Collaboration, and What’s Next

Krept, Creative Director of Smacks Burgers & Hot Chicken, was another key presence at the pop-up, and I caught up with him about how his connection to Sprayground first began.

Krept explained that his introduction to the brand came through a friend, who connected him with James Ferrell. What began as a lunch between the two men, with Ferrell talking him through Sprayground’s story and everything the brand stood for, quickly turned into something bigger. Krept had seen Sprayground around for years but had never been properly introduced to it – once he understood the foundation of the brand, the conversation naturally shifted toward what they could build together.

Krept was quick to clarify that his presence in Soho wasn’t tied to any specific collaboration – he was simply there to support what he now considers an extended family. “We’re building a long-term legacy,” he told me, framing his involvement as something rooted in a relationship rather than a single project.

Pressed on the creative side of his work with Sprayground, Krept confirmed a joint project has been quietly in development, one he’d only just seen an early glimpse of that day. The collaboration is being carefully built out, with a launch planned for next year.

“We’ve been working on a big kind of collaboration, a joint project together,” Krept says.

Krept also spoke about his involvement with Smacks Burgers & Hot Chicken, describing it as a natural extension of showing up for the team and guests at events like this one – providing food for everyone working behind the scenes as well as those attending. As he put it, food, fashion, and art rarely go wrong together.

The takeaway

Between Ferrell’s quiet commitment to community and Krept’s growing partnership with the brand, Sprayground’s Soho debut felt like far more than a pop-up – it was a glimpse into a brand building something intentional, one relationship at a time.