18 Jan Inside ASOS X Adicolor Mixing Party
ASOS X ADIDAS Introduce The Return of ‘adicolor’
ASOS X Adidas Mixing Party in London launched the return of the ‘Adicolor’ series. Originally released in 1983 and then making a comeback in 2006, the new SS18 range sees the return of the biggest and most iconic apparel franchise
The new adicolor series sees the celebration of the famous bluebird, scarlet red, fairway green and sun yellow alongside some more contemporary tones. Like most things in today’s’ society, the key is adaptability and Adidas see no difference. We will see a change in the conventional styling of the adicolor range, with fits and fabric undergoing a refinement process, with changes to the shape and placement of logos, to the series which originally launched in the 70s. Don’t worry too much as we can still expect to see timeless and iconic pieces such as the superstar tracksuit and the trefoil & California Tees.
We have re-set adicolor this season, a symbol of sports and street culture, the series debuted in the 70’s, now celebrating color for a new generation
The arrival of the new adicolor SS18 was marked with a mixing party hosted by ASOS X Adidas (could you think of a better party collaboration?), the settings and location in London’s Brick Lane, renowned for its fashion, color and party life, really did set the scene for a vibrant ‘three-stripe night’.
With most parties, the key ingredients tend to be good music and drink, which was rightly delivered!. Music on the night was provided by British DJ and Radio presenter Benji B, the weekly Radio 1 host, co-producer on Kanye West’s track ‘Fade’ from his Life of Pablo album. (music was pretty much sorted, its fair to say). Part of the capsule release and appropriately named ‘adicolor frozen treats’ in collaboration with Robin Collective, was an array of equally colourful, tasteful and creative drink & food to match the occasion. The ‘Royal Rum Punch’ was a favourite, which consisted of ‘8 drops of Angostura bitters, pinch grated nutmeg and 500ml of dark rum’, added to this was an Ice Cream dispensary, providing flavours such as ‘Mango Sunshine Scoop’ and’Minty Cool’
Adidas outline that their key goal with the new SS18 collection is to “celebrate the past by looking to the future, making the product more relevant to today’s consumers”. At the heart of the remastered series are three key elements of, Authencity, Storytelling and the deliverance of a Next level product. Here’s what went down at the ASOS X Adidas Mixing Party.
Images Courtesy of Javan Odegah