Today, Nike Japan and Comme Des Garcon by Junya Watanabe was mentioned in the news that they will be collaborating in launching 4 styles of vintage sneakers together. Reebok will launch a line under Scarlet “Heart” RBK, and department store Marui will hold a Yoga and fashion wear line under the Yoga instructor Duncan Wong.
This alone reveals the invisibility of what separates categories these days but Adidas is the king of fashion sports wear.
Y3 is a brand started by Yohji Yamamoto and Adidas. When one sees the products one can see some touches of what many held as a stereotypical Adidas line, and then there exist the touch of Yohji Yamamoto's beautiful and fashionable silhouettes and details. The store itself has a elegant, yet casual feel to it just as the concept of the store has.
And of course everyone knows the famous collaboration of Adidas with Stella McCartney. These lines are sporty yet fashionable and have redefined what everyone knew as a sports brand.
If the names do not add up, this type of collaboration is risky, but when it works just as Adidas was able to do, it is epoch-making and blowing a new wind into the fashion realm.
When girls are wearing panniers and young boys in denims with vests and neck-ties, who is to say what is fashionable and what is not? And who is to say that sports brand and fashion brands are different? In a generation where there is no way of telling what is right and wrong (in terms of fashion), perhaps breaking the rules and making oneself flexible is the way to ride the tide instead of getting wiped out.
marketing@alchempro.com
