By  on November 3, 2008

ATLANTA — You could call the SLVR Label the next generation collection by Adidas. 

The Adidas SLVR Label, which the company is launching globally with a major retail rollout beginning in February, is a cross between Adidas Originals and Y-3, and, in fact, is part of the Adidas Sport Style division where those two brands are internally housed. Summed up, SLVR is contemporary, modern and savvy, with a timeless design perfect for today’s consumers seeking a minimalist look. 

Said Hermann Deininger, chief merchandising officer for Adidas, “With Y-3, Adidas created a new market segment that didn’t exist before, and SLVR will explore brand new territories as well. At Adidas, we believe that there is a need in the market for sophisticated, classic, yet fresh and confident sportswear that lasts longer than one season. The Adidas SLVR label will fulfill this need.” 

The SLVR collection of men’s and women’s apparel, footwear and accessories, which Adidas showed last week at its New York showroom, consists of basic pieces in simple black and white with accents of maroon, orange and shades of blue. The signature color, gun-metal gray, appears on a few key styles. Retail price points range from $45 to $125 for tops, including polo shirts and sweatshirts, $100 to $190 for jackets, $50 to $115 for accessories and $100 to $160 for footwear.

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