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adidas Originals Spring/Summer 2009 - Introducing Originals by Originals

Photos courtesy of www.adidas.com

February 1st, 2009 marks the launch of an outstanding collaboration between adidas Originals and three of the world's most unique and creative streetwear and fashion designers - Originals by Originals.


Jeremy Scott, Alyasha and Kazuki have each created a mini collection of groundbreaking adidas Originals apparel and footwear products for men and women that will be exclusively available in selected boutiques, fashion doors and Originals stores globally from spring/summer 2009. Each product features the Originals by Originals logo and the respective designer logos.

Hermann Deininger, CMO of adidas Sport Style comments on Originals by Originals: "When we enter into any new partnership for adidas Originals, it is essential to offer something truly unique and new for our consumers. I am thrilled to say that with Originals by Originals we are staying true to the spirit by bringing great Originals products to market designed by the most original and creative designers of today: Jeremy Scott, Alyasha and Kazuki. There is no question that these are unexpected designs that have never been seen before in the street fashion marketplace and truly take Originals to the next level."

The ObyO concept was conceived to express adidas' brand positioning: Celebrate Originality. Season after season, this program will allow adidas to offer consumers cutting edge footwear and apparel that reflects the diversity and creativity of the designers and icons who work close to our brand in a totally new and different way.

Originals by Originals is the most diverse, authentic and expressive collaborations the Trefoil brand has entered into. Each of the three Originals by Originals lines is based on Originals products interpreted by each designer. Jeremy Scott gives an insight into his world where mixed-up classic sports silhouettes and fabrics that feature high-end fashion details are key. Inspired by contradictory combinations, the line offers sportswear with leopard prints such as the Boxing shoe within footwear next to nightlife looks such as the Tuxedo Jacket in sporty cotton. Jeremy Scott about partnering with adidas Originals: "I could not think of a better compliment than to be called 'an Original' by adidas and I am so happy to finally make this dream of a collaboration collection with adidas a reality!"

Kazuki successfully brings highly technical and modern influences to a stylized, very wearable streetwear collection. The styles incorporate elements such as waterproof zippers, bonding and taping seamlessly into the design. Footwear highlights call out the KBall Basketball silhouettes that come in exclusive materials.

"The styling of my collection suits me and hopefully the audience that my designs appeal to. I would really like to thank all my friends for their support and inspiration but most importantly I would like to thank adidas for having the vision to give me, a freelance designer, a chance to work on a project like this," Kazuki comments on the new partnership.

Alyasha celebrates the special twist on Americana with an Originals flavor that comes across classic looks. Heavy cotton and genuine materials play a big role together with vintage details and remarkable graphics. Footwear highlight Jivebomber represents a combination of an Oxford-style silhouette and sneaker outsole.

"I hope that my contribution does justice to the Originals by Originals project as a whole. The inspiration came from classic 1940's and 50's styles, with what I hope will be recognized as a somewhat contemporary twist. Easy to wear for the discerning cad." In the end, it is the sum of the various designer contributions that defines Originals by Originals and makes it exceptional.
All three collections, consisting of a total of 68 apparel pieces and 24 footwear styles, will hit selected retail and fashion doors including boutiques from February 1st, 2009. A wider retail introduction including adidas Originals stores will follow shortly afterwards from March 1st.

Apparel prices range from €50 to €140 for core pieces and from €150 to €450 for statement styles. Footwear ranges from €120 to €180 for core and from €200 to €250 for statement pieces.

For more information please visit www.adidas.com


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