FUTURISTIC REALISM BY ADIDAS X 032C

Underscoring the contemporary fashion industry's current state of flux, Adidas and Berlin-based magazine and fashion brand 032c have once again joined forces for the launch of a collaborative collection that explores futuristic realism. Drawing from both our increasingly fluid digital culture and our tactile experience of the evolving world, the tie-up offers a new future for fashion, one that celebrates the distinct realism of quality, form, and function. In other words, pieces with a strong focus on adaptability and multi-functional durability epitomized by the adidas by 032c“Salvation” sneaker, a latter-day revisitation of an archival 1990s runner with performance technology enhancements and a post-digital aesthetic. The adidas by 032c backpack, duffel, and multi-strap all-black accessories feature reinforced straps and metal loop hardware for heightened usability in any context, no matter how unpredictable – “from work day to nightlife, ideation to action, among other adaptations.” “We have always been inspired by adidas. We grew up on and in adidas, in fact, so on a personal level that legacy is embedded in our approach to sportswear, to youth culture, and to how sportswear can act as a counter-cultural catalyst,” says Maria Koch, creative director of 032 c Apparel. Distilling the essence of unembellished realism, the ad campaign stars actress Lera Abova and artist Yngve Holen shot by Timothy Schaumburg on the Baltic Sea coastline north of Berlin. Against a stark grey natural environment, the imagery offers an outward looking-perspective from 032c and adidas’ native Germany.