YMC X ASICSTIGER words Andrea Ward - images courtesy of YMC at SANE
Japanese footwear and apparel giant ASICSTIGER has joined forces with one of Britain's most subculturally innovative brands of our times, YMC (You Must Create) and for the first time, the two brands join creative forces to create a capsule collection that perfectly combines their singular styles in order to produce an even fresher assemble of apparel and footwear. Taking inspiration from ASICSTIGER's iconic GEL-LYTE sneakers the two brands reinterpret its aesthetic in a contemporary way while maintaining its core style.
The collaboration, which launches today (Friday, 19th) sees YMC's very own Fraser Moss (Design Director) working with some stunning and eye-catching fusion of psychedelic colours from the 1970’s which have been combined with soft and stylish fabrics. Moss has also taken inspiration from his childhood taking the roots of this collaboration to his very own's in the stark and beautiful mountains and landscape of the Welsh countryside.
In his mood-board, Fraser has contemplated the originality and boldness of the 1970's fashion especially from the 1970’s UK hill trekking' as opposed to ‘hiking’; these, have been gently modified and blended with British youth culture identity. These contrasting and humorous take is also seen on the imagery created for the capsule collection seeing it placed in the streets of Newport and the Welsh Hills while following these two cool kids from the city on their very own hiker's journey up the mountain. The collab also counts with a witty fashion film that creates an even cooler and deeper layer of creativity.
As you would expect from two major brands such as YMC and ASICSTIGER the attention to detail is clearly seen throughout the collection, from the XT (Extra Traction) rugged out-sole, the D-ring construction taking the space of the middle eyelet, and the mountain logo which was inspired by the ASICS outdoor archive series. The capsule collection also accompanies a small capsule collection of tee’s & socks featuring the brand logos as part of the design.
The limited edition capsule collection launches on the 19th October at YMC stores followed by a worldwide release at selected ASICSTIGER retail partners and ASICSTIGER stores on October 26th, 2018.
WATCH YMC X ASICSTIGER COLLAB VIDEO