Thom Browne's Sneaker Collaboration with Asics Takes Over Selfridges' Corner Shop in London
In a unique and immersive experience, Thom Browne has unveiled a pop-up takeover at The Corner Shop in Selfridges' flagship store on London's Oxford Street. This marks the U.K. debut of his highly anticipated collaboration with Asics, featuring a unique take on the iconic Gel-Kayano 14 sneaker.
The collaboration, first revealed during Super Bowl weekend in February, showcases Browne's creative vision for Asics' Sportstyle line. It introduces three distinct colorways of the Gel-Kayano 14, marking the designer's first foray into athletic sneakers and a groundbreaking collaboration for the brand.
The Corner Shop was transformed into an 'office fantasia,' with paper sculptures inspired by Browne's signature four-bar motif adorning the Oxford Street windows. Inside, the space evokes a surreal midcentury American bank, a nod to the brand's playful tribute to office life. An oversized water cooler at the entrance sets the tone, inviting customers to explore the collaboration.
The sneakers themselves are a testament to Browne's love of sports and tailored sportswear. Each pair features a lace catcher with a unique grosgrain design, paying homage to Browne's achievements as a varsity swimmer and long-distance runner. Two sets of laces, one metal-tipped with a red, white, and blue finish, and another two-toned, add to the bespoke touches that define Browne's style.
The upper design showcases a sophisticated contrast to the Gel-Kayano 14's performance-driven origins. Real suede is used on the gray and black colorways, while smooth leather graces the white edition. This attention to detail and material choice reflects Browne's commitment to quality and craftsmanship.
Selfridges will exclusively launch the white edition of the sneakers, offering customers a chance to own a piece of this groundbreaking collaboration. The pop-up takeover is a testament to Browne's ability to merge his unique aesthetic with the iconic Asics brand, creating a must-see experience for fashion enthusiasts in London.
