May 17, 2023 |
Following in the Gel Quantum footsteps of its previous Kiko Kostadinov collabs, Asics is inserting a new unisex line into its opus. Called Asics Novalis, it’s a standalone sub-brand translating athletic excellence and performance into subtly innovative clothing that will be designed by long-term collaborators Kiko Kostadinov, Laura and Deanna Fanning.
Going against the grain of Gorpcore – a topical trend dominated by hiking functionality and appropriated outdoor aesthetics – Asics Novalis will focus on quieter products for everyday living, marking a significant shift into apparel for the Japanese sportswear giant. According to a press release, it’s “a no-nonsense rejection of the superficially spectacular in favour of subtle elegance”, that intentionally eschews the multiple panels, pockets and zips we’ve come to expect from a designer tie-up with an activewear brand.
Working with logo-less wardrobe staples, a burgeoning classification of apparel that sits at the intersection of technical wear and fashion will emerge: think, considered nylon parka jackets, bombers and water-repellent cargo trousers. Constructing versatile tools for considered living, the label’s emphasis on form, function and simplicity will be grounded in the innovative cut, proportions and playful thought of Kostadinov’s brand. Asics Novalis collections will also recontextualise Asics’ ethos of ‘Sound Mind Sound Body’ reflecting the fluidity of contemporary life where strict boundaries, divisions and a prescribed set of rules no longer apply.
Asics first tapped Kostadinov for a sneaker collaboration in the wake of his graduation from Central Saint Martins in 2017; six years on and it’s bringing the totality of the Kiko Kostadinov studio into the fine fettle world of Asics, continuing the evolution of its ongoing partnership.
Asics Novalis will launch at Paris Fashion Week in October, and the sub-brand is set to be stocked at luxury retailers such as Dover Street Market and The Broken Arm.
Photography courtesy of Asics.
