The label reworks everything you thought adidas was.

While Wang, Mazhar and the rest might be going in on heavy branding right now, for some of the bigger players recent times have seen a shift from shouting out a name.

adidas Originals Blue collection for one, barely makes reference to their three stripes, instead taking on a patterned persona. Camouflage, diamond, rain, zigzag and leopard are the five prints that make up the AW13 collection.

Launching the range last week, animator Nicos Livesey was brought on board to realise a live visual of the collection, done so through a light display that flashed the aforementioned prints through a large scale version of the label’s logo.

Puffa jackets, sweatshirts and anoraks make up a healthy dose of the collection, with additional trousers and shorts swallowed up in print variations. Signature Blue details like taped seams and technical zips remain, while the overall tone lends itself to a busy lifestyle, being both stylish and practical.


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