Thursday, December 13, 2007

adidas party!

Adidas Originals Exemplify Street Style


A model wears a denim outfit from the limited edition collection ``adidas Originals by Diesel," during a fashion show at the aA Design Museum, Hongdae.
/ Courtesy of adidas Originals
By Cathy Rose A. Garcia
Staff Reporter

Today's street fashion won't be the same without sportswear. Young people just love sneakers, track pants, sporty jackets and accessories, all of which are part of their wardrobe.

Adidas Originals is at the forefront of street fashion, introducing innovative designs for sneakers, clothes and accessories catering to the young and hip crowd.
Adidas Originals recently unveiled its spring/summer 2008 collection with unique products that ``celebrate originality'' at the aA Design Museum in Hongdae. Hongdae may seem like a curious choice as a venue for a fashion event, when most fashion brands always hold their shows in posh hotels or chic bars in Cheongdam-dong or Apgujeong-dong.

Adidas Korea president and managing director Paul Hardisty said the choice of Hongdae as obvious because the area is known for its vibrant arts scene and creative energy.

``Adidas Originals is about street and sub-cultures. I would say it is more about music and arts. What better place to do it than in Hongdae and in an art gallery? We are introducing products that cater to individualistic people. Every one has their own character and people will find something special they like in every range,'' Hardisty told The Korea Times.

Hardisty noted the Hongdae crowd, with its mix of young artists, designers and musicians, best defines the brand's target market.

With thumping music from Japanese DJ Fantastic Plastic Machine, the fashion show featured clothes, shoes and accessories with themes inspired by music, culture, environment and sports.

The catwalk included not just professional models, but also a handful of die-hard fans who are also make-up artists, stylists and tattoo artists. Japanese rocker Atsusi, a member of Dragon Ash, added a bit of excitement to the show when he showed creative dance moves while modeling the latest apparel.

The six themes for spring and summer are: adidas Grun, Handbags for Feet, Original Games, Tournament Edition, Sounds of the City and Respect M.E.


A pair of sneakers from the ``Handbags for Feet" collection by adidas Originals.
/ Courtesy of adidas Originals
Adidas Grun shows the brand's commitment to becoming more environmentally friendly, with products such as the ``Forum basketball sneaker'' and ``ZX 500 runner,'' made from recycled materials.

Handbags for Feet are for the fashionista who wants comfortable but stylish footwear, which are inspired by luxury handbag designs.

Hip-hop star Missy Elliot's Respect M.E. collection features a new line called VIP Hop that uses matte gold and monogram prints in its design. On the other hand, Sounds of the City features collaborations with music industry icons such as Motown, Jam Master Jay and Blue Note.

The Tournament Edition collection reinterprets the classic tennis styles worn by tennis icons such as Rod Laver, Stan Smith and Ilie Nastase. The Original Games collection is all about products inspired by the Olympics, as Beijing hosts the Olympic Games next year.

The fashion show also featured several limited edition denim pieces from adidas' collaboration with Diesel, which will be introduced in shops next year.

cathy@koreatimes.co.kr

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