Adidas Originals launches a New Vintage campaign
Adidas Originals launched the "New Vintage" campaign in China, using new ways to play with classics. They collaborated with the handicraft studio ABAX to create a "Play with New Vintage" themed pop-up event at THE BOX in Chaowai, Beijing, inviting people to experience the Upcycle design process and transform past textiles into unique fashion items. According to ABAX, this collaboration with Adidas Originals is in the 1.0 stage, purely transforming an old garment into a new life, and in the 2.0 stage, they will use plastic bottles and other materials to produce new products.
The combination of fashion and environmental protection is something that Adidas Originals has been exploring. The brand launched the SUSTAN Market in 2021, conducting a series of environmental art activities. This collaboration with ABAX is also a further exploration of sustainable green lifestyles. ABAX is an environmentally friendly recycling brand that primarily collects and recycles waste textiles, cleaning and disinfecting them, and then dismantling them. The brand's philosophy is to integrate the concept of environmental recycling into life and turn it into a fashion trend.
Adidas Originals, which was first launched in 1972, has created countless classic items. Those vintage clothes, with their scratches, spots, and holes, not only carry the past stories but also convey a new fashion trend, showing the unique charm of Adidas Originals in the ever-changing fashion world.
