How does the brand who invented fashion collaborations, reinvent fashion collaborations?
In the Press
When adidas Originals x Alexander Wang partnered up in 2016, they flipped the legendary adidas trefoil upside down. To launch a collection with such subversive intention, we took inspiration from fashion’s biggest enemy - bootlegger and resale culture.
Instead of trying to fight the black market, like every other brand, we celebrated it and gave it fashion’s biggest stage: New York Fashion Week. We abruptly surprised the crowds, displayed the discomforting legalities behind the collection, and lowered it to street sales. It was described as the most talked-about experience of NYFW and was recreated in London and Tokyo, where the collection continued to sell out.