News first released about the adidas SLVR collection back in November, the collection was created for the customer in between adidas Originals and Y-3 which will include sportswear (not performance activewear), accessories and footwear for women and men. The label’s key message is “Simply Perfect’. The line will be introduced in February during New York Fashion Week with its first stand-alone store in SoHo, and a second store will open in Paris during fashion week there. Two more stand-alone stores in Los Angeles and Miami will bow during the first quarter of 2009. Fashion week events are expected to fete the New York and Paris shows. Additionally, in Paris and Beijing, SLVR will be sold at the new Adidas Brand Centres, and in Moscow and Berlin, the collection will be sold in existing Sport Performance Centre stores. E-commerce will also launch in February. The range consists of simple black, white and the signature gunmetal gray pieces, accented with solid-colored items in maroon, orange and blue. T-shirts, with designed details but simple concepts, and nylon jackets are key items in the “pure” collection.The line will retail from $45 to $190. The adidas SLVR label will launch globally in February 2009.
The adidas SLVR Film was shot by renowned photographer Mark Segal and art directed by Pietsch Lim. The film brings the new concept to life through strong yet effortless black and white visuals and a sound track by Say Hi to Your Mom.