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If your brand wants to be considered for future posts then by all means get in touch? London-based designer Timur Kim presents his debut menswear collection referencing ’90s streetwear and medical utilitywear. with those,nike air safari le (http://www.graywolflive.com/product.aspx?name=t1x0x9-nike-air-safari-le)? so we are going through those to make sure they are up to scratch.Last week I was in LA in the very luxurious position of having lunch with Pharrell to discuss his new collection and the week before that I was in London meetingwith Rita Ora who is a key brand ambassador for our women’s collection The days can be exceptionally varied
How was working with Pharrell
It was great He is as nice off-camera as he comes across on-camera He is totally genuine loves products loves the brand He’s a cool guy In a way he personifies what adidas Originals is about He wants classic things but he wants to be able to customize them He has his own level of creativity How do your days now compare to when you were working in product
When I worked in product I focused on the individual pieces Now I set the vision and then determine the objectives and the strategy in order to achieve those goals I have a reasonably big team – a very specialized team of experts who makes sure the product is executed in the right way Back in the day that was what I did
How does the adidas style translate into accessories
Essentially it’s an extension of the apparel We need the products we sell to embody our heritage – we are the original sportswear brand You’ve seen the archive We want to make sure that every piece we release be it a classic or a reinterpreted product is in line with the story we tell We are trying to strike the same balance between classic and contemporary influences that you seen in our apparel with our accessories I believe that accessories are the easiest element of your wardrobe to buy and I think that you buy them out of love for the brand That’s why we make sure that our accessories are branded because you want it to represent something
So you’re mostly focused on lifestyle or performance
Lifestyle The brief for the team is to make the best sports-inspired streetwear We have amazing sports and performance departments here that are making the fastest lightest most breathable products possible For us it’s more about the aesthetic but inspired by our connection to sports
Is there ever any communication between the two departments
Absolutely There are a number of collaborations we are working on to take the court to the street or the catwalk to the field You’ll see more and more of that in the future Originals working with the basketball category or the tennis or the running
What inspires you throughout the creative process and keeps you moving
I’m inspired by what’s going on in fashion and on the streets I’m inspired by what happens on the pitch I’m inspired by our travels by the design colleagues that we work with
What about the moment of inspiration I guess it’s kind of intangible isn’t it
I really do want to create and cheesy as it is I do want to be the number one sports-inspired streetwear brand in the industry In women’s that is what we are already We’re the ones who started it and we can be true to the original Everybody always talks about high fashion and sports coming together but it’s surprising how quickly the Three Stripes have been integrated into everyday wear A guy at our office regularly comes into the office in track bottoms and it looks great
We’ve seen girls wearing our classic Firebird pants with heels It’s fantastic New York Fashion Week saw high-end designers take inspiration from our Stan Smith last year It’s a good time for us We’ve done a number of extraordinary collabs over the last couple of years The fusion of our best with our partners’s best has produced amazing results Sportswear has become so pervasive Our work with Topshop is one of if not the most credible collaborations of its sort
The whole point of a collaboration is to have two brands come together and produce something new I feel like so many brands just miss the point by laying themselves over the top of the partner brand Seeing the first Yohji Yamamoto sneaker (http://www.graywolflive.com/product.aspx?name=f5s7a7-sneaker) that he ever produced for adidas was such a revelation in that regard
Both sides had so much respect for each other Yohji loves the sports side of the brand and he wouldn’t try to change that What he can bring from a high-fashion perspective though is just so cool Last season we had the Mary Katrantzou collaboration which was very similar in tone
Mary Katrantzou is known for herprints regardless but she went ahead and made special ones for that collection using the trefoil logo It really was a perfect collaboration
The collabs that work best are the ones with partners who love the brand as much as we do The ones that don’t work are the ones where one party tries to morph the other into something they’re not
The consumer is usually surprisingly well-clued into that Last year saw the revival of the Stan Smith and now the Superstar is making waves again How do you redefine these classics
It was hard The Stan Smith is my favorite shoe of all time We didn’t redefine it We may have embellished it or made it relevant to the present day but really we just celebrated it There are some franchises that we try to keep up in a respectful way while still releasing new iterations It’s a balancing act
You try to reposition it without forcing it into an unnatural realm
Exactly How do you feel about high-end brands dipping their toes into the sneaker market
I think it’s great It’s expanding the love for sportswea (http://www.graywolflive.com/product.aspx?name=t1g6k0-sportswea)r as key fashion pieces and not everybody can afford the high-end stuff so it opens up new spaces and new distribution for us as the authenticators of it I don’t see it as competition a lot of them do copy our key stuff but it’s a compliment
It’s an interesting change in dynamic where originally the trends trickled down but now instead we have high-end luxury brands emulating sportswear styles
It can be difficultfrom our perspective to therefore manage product life cycles and plan because everything happens instantaneously now So we really have to be on it to be successful
What is your favorite adidas Originals piece
I love the Stan Smith It was my favorite shoe back in the day the one with the three velcro straps I loved it so much that my team made a customized pair for me and my husband so that we could wear it on our wedding day Even my twin girls have matching pairs
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