Constantly innovating and redefining norms, Reebok Classic is yet again hacking its historic lineage to offer consumers a collection dedicated to celebrating its classic 90’s vibe. Dubbed Alter the Icons, the range honours the spirit of Reebok’s past in revolutionising fashion trends and transcending cultures; remixing the characteristic originals with the current season’s trendiest elements.
The brand has decided to revisit the reinvigorating take on its classic silhouettes, reflecting on the 90’s love affair with bold striking colour blocking and textural overlays which became a mainstay of the fashion of the era. Bold branding, printed midsoles, and unique jagged gum outsoles. The uppers boast a mix of suede and stitched nylon, as well as rope laces.
“Reebok Classic’s Alter the Icons range rejects decades of design practice to offer radically chopped-and-skewed, heritage-hacked spins on the shoes we’ve become synonymous for,” explains PJ Morilly, Reebok SA Brand Marketing Director. “This campaign brings to life a multitude of new and classic looks which boast both Reebok’s Starcrest and vector logo’s, showcasing how the throwback to the classics redefines fashion in the modern era.”
Much like the fashion of the 90’s continuing in modern times, the collection is based on the ideology of celebrating a future of icons who have designed their own cultural departure and who are creating their own paths in life.
As such, Reebok has partnered with local prominent creatives and Hip Hop artists AKA and Nadia Nakai; both of which have broken the conventional mould with their mediums and applying their own spin to alter traditional paths to success.
“We see these artists as role models for bold cultural departure, inspiring a like-minded generation of rising creative to exceed limitations and drum to the beat of their own drum,” concludes Morilly.
The Reebok Alter the Icons collection is available now in men’s, women’s and kid’s sizes at www.reebok.co.za as well as Sportscene, X trend and Superbalist.