In its latest collaboration, Adidas has teamed with London-based industrial designer Tom Dixon.
This story first appeared in the March 7, 2013 issue of WWD. Subscribe Today.
What one insider described as a yearlong work in progress, the Tom Dixon and Adidas label will debut with a capsule collection during next month’s Salone del Mobile in Milan. The OBE-winning maverick designer whose lighting and furniture are sold in more than 60 countries is a familiar face at the annual fair. For the second consecutive year, Dixon will stage what is expected to be a dramatic installation in the renovated 19th-century railway station in the Museum of Science and Technology. The space’s railway cars and train platforms will be used to evoke the travel element of the inaugural collaboration with a theatrical component. Visitors will be among the first to check out the Tom Dixon and Adidas collection, which includes men’s, women’s and unisex luggage, footwear, apparel and accessories.
While Tom Dixon and Adidas executives declined formal interviews, spokeswomen for each company provided some details about the partnership.
The capsule collection will feature collapsible leather cases, various sizes of suitcases and durable organizing bags, as well as reversible and convertible clothing. Travel bags will be offered in two types — the hard and the soft — and all the luggage will unclasp, unzip and unfold to reveal multiple layers. The aim is that Dixon’s how-much-can-you-fit-neatly-into-a-suitcase mentality will appeal to Salone del Mobile’s design-minded crowd.
While the collection has not yet been priced, an Adidas spokeswoman said early estimates have shoes retailing between $130 and $300, T-shirts will go for $234 and coats will sell for $2,016 (based on current exchange rates).
The first collection, which will hit stores in January, will also be presented at Pitti in June.
Dixon and Adidas will expand on their initial effort with a second collection that will ship to stores next year in June and July.