According to WWD, adidas is launching a new line and retail concept for spring. The adidas SLVR collection “will include sportswear (not performance activewear), accessories and footwear for women and men. The line will be introduced in February during New York Fashion Week with its first stand-alone store in SoHo, and a second store will open in Paris during fashion week there. Two more stand-alone stores in Los Angeles and Miami will bow during the first quarter of 2009. Each store will be between 1,000 and 1,500 square feet, and fashion week events to fete the New York and Paris shows are expected. Additionally, in Paris and Beijing, SLVR will be sold at the new Adidas Brand Centres, and in Moscow and Berlin, the collection will be sold in existing Sport Performance Centre stores. E-commerce will also launch in February.”
The collection was created for the customer in between adidas Originals and Y-3 and “consists of simple black, white and the signature gunmetal gray pieces, accented with solid-colored items in maroon, orange and blue. T-shirts, with designed details but simple concepts, and nylon jackets are key items in the “pure” collection.” As everyone is talking about going green, this line also encapsulates eco-concious aspects like using materials that are sustainable organic cotton and soybean fabric including the “zero waste T” which is made of one piece of fabric cut just once and sewn wiht a single seam and the “seven-piece shoe” made with seven pieces stitched together. The line will retail from $45 to $190, this burgundy jacked featured reminds me quite a bit of adidas by Stella McCartney. I can’t wait to see the rest!
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