Adidas will be launching a new line in February 2009 called Adidas SLVR. The concept behind the lifestyle-focused brand will concentrate on “reducing complexity and enhancing creative solutions in the design and production process” reported WGSN.
The range will feature a T-shirt cut and stitched once and a shoe that reduces the traditional 25-piece, glued sneaker design into a seven-piece stitched solution.
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The full collection will comprise men’s and women’s monochrome basics with maroon, orange and blue accents, while gunmetal grey will be the SLVR signature colour. adidas SLVR materials include sustainable organic cotton, soybean fabric, water-resistant nylon and coated natural canvas.
Adidas describe the range as “affordable and attainable” at price points ranging from €80-€130 for footwear, €35-€100 for polo shirts and sweatshirts, €80-€150 for jackets, and from €40-€90 for accessories.
The first retail store is set to open in New York during Fashion Week, with stores in Paris, Los Angeles and Miami to follow. An e-commerce site for US and Europe will accompany the retail launch as well as a targeted campaign shot by Mark Segal and art directed by design team PietschLim.