The famous Japanese brand ASICS unveils a new collaboration committed and altruistic. The brand has teamed up with Amsterdam-based label KASSL EDITIONS to offer two exclusive, artistic and avant-garde versions of the GEL-1090 silhouette.
This collab is part of the « ASICS Crafts for Mind » program. All proceeds from the sales of these sneakers will be donated to the mental health charity Mind.
Mind supports, advises and helps people with mental health problems and also raises awareness of this social problem. Emma Ihsan, Head of Corporate Partnerships at Mind, said of the project from the Asics brand : « We are very grateful to ASICS for their support of the Crafts for Mind activity. We believe that the sports industry has an important role to play in highlighting the link between physical activity and good mental health. The funds and awareness generated by this activity will allow us to continue to provide advice, information and support so that no one has to face a mental health issue alone. »
The KASSL EDITIONS label has chosen to fight against overproduction by focusing solely on making timeless pieces : coats. This collab is the first footwear project of the brand.
Thoughtful and committed, KASSL EDITIONS brings a new life to the famous GEL-1090, transforming the model into a new dimension close to a work of art. The sneaker is available in two color variations, white and green. Expertly pushing the boundaries, the Amsterdam-based label enhances the silhouette’s upper by adding a pleated protective sheath made of oiled fabric, the same used for the KASSL EDITIONS signature coats. This sheath appears white or green depending on the iteration. It’s then glued to the sole with a hand-applied PU rubber drip. The brand explains that this protective layer also has a figurative meaning : « Protect your mind, protect your shoe, protect yourself ».
Underneath this surprisingly fragile overlay is white mesh and the iconic green asics side stripes. With repeated wear, the upper layer of these shoes can become damaged, changing and giving the pair a unique style. There is a risk of color transfer, discoloration and even odor when the sneaker is in contact with other materials and/or natural elements. To finalize the look, the whole is based on a white midsole with a touch of green under the heel and a black outsole.
The Asics X EDITIONS KASSL GEL-1090, available in 2 colorways, is limited to 30 pairs. It’s available via a raffle open until January 29, 2022 on the site of the British shop END. : launches.endclothing.com. The price is set at 260€ per colorway and size from US 4 (UK 3) to US 10.5 (UK 9.5).
