Kim Jones cements his status as Nike's zeitgeist-commander of preference with his latest collection for NikeLab, inspired by football.
Here’s the rub : Kim Jones loves football culture but he doesn’t really like football. Eighties casuals and the obsession with spiffy Sergio Tacchini, Stone Island jackets, Gola trainers and V-necks – all upon the moodboard. But when one thinks of the week in, week out routine of supporting a club? Let’s just say he’d rather be pulling a 14-hour day inside the design studio.
The terrace’s loss is our gain. Jones is probably the most in-demand designers upon the planet, having raised a flag for casual dressing back when “athleisure” would be a infinitesimal arrow on the luxury executive’s strategy flowchart. His unique blend of pin-sharp tailoring and exotic-looking sportswear brought him seven many years of unprecedented success at Louis Vuitton. In 2012, he takes on Dior Homme, having a debut show in June. Although not before he releases another Nike collaboration – and, just in here we are at the World Cup, this one includes a football skew.
Here’s the rub : Kim Jones loves football culture but he doesn’t really like football. Eighties casuals and the obsession with spiffy Sergio Tacchini, Stone Island jackets, Gola trainers and V-necks – all upon the moodboard. But when one thinks of the week in, week out routine of supporting a club? Let’s just say he’d rather be pulling a 14-hour day inside the design studio.
The terrace’s loss is our gain. Jones is probably the most in-demand designers upon the planet, having raised a flag for casual dressing back when “athleisure” would be a infinitesimal arrow on the luxury executive’s strategy flowchart. His unique blend of pin-sharp tailoring and exotic-looking sportswear brought him seven many years of unprecedented success at Louis Vuitton. In 2012, he takes on Dior Homme, having a debut show in June. Although not before he releases another Nike collaboration – and, just in here we are at the World Cup, this one includes a football skew.
“For me, it was eventually really taking a look at a really specific thing, and that is football, and taking a look at the concept of the kit, but having a modern approach, ” Jones tells Vogue. “The concept explores deconstruction, the concept of ‘make do and mend’, almost like cutting everything up and putting it back together – but putting it back together in a really technical way. It’s type of punk through that ‘DIY’ attitude but executed at a very high degree of sportswear technology. ”
The spirit of Seventies Punk explains the raw seams, uneven necklines and roughed up ribbed panels that mix with all-out athleticism which ubiquitous tick. Jones favourite pieces, though, will be the shoes, a hi-top Air Max shape with asymmetric laces and also a bubble sole that look vaguely futuristic. “Doing sneakers for Nike is usually a joy, ” says the 38-year-old designer, who owns around 600 pairs, having hassled his parents for any set of two Nikes when he was 12.
He favours white pairs, and at this time is barely from Prestos coming from the Off-White collaboration. “I need to say, Virgil Abloh’s doing an excellent job on several the styles he’s focusing on, ” he says, of his Louis Vuitton predecessor. “I adore what he does and I wear his shoes on a regular basis – they’re just so cool trying to find fresh. And obviously the Jordan 1 is just one of my favourites. ”
Designing sportswear hasn’t shifted his view of luxury fashion. “I just view it like the brand. Then just what the brief is as well as what the brand DNA is, ” he says. “I’m type of practical in which way. I prefer dealing with different seasons, determining what they ought to have my head. Obviously, I’ve been towards the campus in Portland and that is type of a Nike lab, it’s amazing. For myself it’s been very organic because the folks I work with, I’ve known for a long period. ”
As for their World Cup predictions? “I don’t know yet, ” he confesses. “I haven’t been looking enough because I’ve been too busy in fittings. I‘m hoping to essentially go and find out a game in Russia, just working out timings is very difficult. ” He’s referring, in fact, to Dior-related matters – another type of kit. “I’m inside a bubble at this time, ” he admits. Inside it, although not onto it : with Jones, there is only ever one outcome and it is a smash hit.
The Kim Jones x Nike Air Max 360 Hi 5-piece collection ranges from £190-£400 and it is available on Nike. com from June 7.
He favours white pairs, and at this time is barely from Prestos coming from the Off-White collaboration. “I need to say, Virgil Abloh’s doing an excellent job on several the styles he’s focusing on, ” he says, of his Louis Vuitton predecessor. “I adore what he does and I wear his shoes on a regular basis – they’re just so cool trying to find fresh. And obviously the Jordan 1 is just one of my favourites. ”
Designing sportswear hasn’t shifted his view of luxury fashion. “I just view it like the brand. Then just what the brief is as well as what the brand DNA is, ” he says. “I’m type of practical in which way. I prefer dealing with different seasons, determining what they ought to have my head. Obviously, I’ve been towards the campus in Portland and that is type of a Nike lab, it’s amazing. For myself it’s been very organic because the folks I work with, I’ve known for a long period. ”
As for their World Cup predictions? “I don’t know yet, ” he confesses. “I haven’t been looking enough because I’ve been too busy in fittings. I‘m hoping to essentially go and find out a game in Russia, just working out timings is very difficult. ” He’s referring, in fact, to Dior-related matters – another type of kit. “I’m inside a bubble at this time, ” he admits. Inside it, although not onto it : with Jones, there is only ever one outcome and it is a smash hit.
The Kim Jones x Nike Air Max 360 Hi 5-piece collection ranges from £190-£400 and it is available on Nike. com from June 7.
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