Perhaps the most interesting SLVR footwear innovation is what the shoes don’t have. Like the deadpan Stan Smiths of yesteryear, the range has no adidas branding, no trefoil & zero stripes. The only indication of a maker’s mark are one subtle horizontal bars. There’s also tote bags, socks & a line of classically basic clothing that has a slight sport tinge to it, & even SLVR flip flops.
Launched early this year with a tagline boast of being ‘Simply Perfect’, this new range from adidas is a cocky start to a whole new ballgame. Whilst SLVR appears to be a high fashion concept, adidas PR describes it as ‘affordable, attainable & ultimately wearable’ which, given prices for the footwear are all under €130, seems fair .
Distribution suggests SLVR might be more of a marketing driven project – pop up stores in Paris, Miami & LA along with the adidas Brand Centre in Beijing & Sport Performance Centres in Moscow & Berlin will stock the label. Other than that, it’ll be obtainable online sometime this year. Along with Y-3, the new SLVR reinforces adidas’ enthusiastic embrace of all things fashion.
No comments:
Post a Comment