New York (AFP)
The US sports equipment manufacturer Reebok announced Tuesday the launch of a new division dedicated to the creation and new trends, which will be entrusted to the designer Kerby Jean-Raymond, founder of the ready-to-wear brand Pyer Moss, very vogue.
Considered as one of the most talented creators of the new American generation, Kerby Jean-Raymond has been collaborating since 2017 with Reebok, for whom he has designed several collections.
He is known for his highly inspired collections of African-American culture, which often revisit the place of blacks in the history of the United States.
The subsidiary brand of Adidas has also worked with several renowned designers on unique collections, including Demna Gvasalia, Creative Director of Balenciaga and co-founder of Clothing, or Victoria Beckham.
But this is the first time that she has created a dedicated entity, which should function as a creative laboratory, which Kerby Jean-Raymond would like to see associated with other creators, artists and personalities "whom we think they can to unite with the Reebok brand, "he said in a statement.
"As the first designer to collaborate with Reebok in this role, I am honored to be associated with such an important moment in the history of the brand," he added of the new division, Reebok. Studies.
With the development of athleisure, a movement that dissociates sport-style clothing from sports, most equipment manufacturers seek to develop partnerships with designers to gain legitimacy in the eyes of the fashion world.
On the other hand, many ready-to-wear houses are now hunting on the grounds of sportswear and surfing in recent years, on the wave of "ugly sneakers" or "dad sneakers", trendy sneakers sold at prices much higher than all sports shoes.
In addition, Reebok is looking to revive its brand, after having recorded sales in fall in 2018 in all major regions of the world.
© 2019 AFP