Have you ever thought about which are you knockout colours? Erm What The Sigma Ironic Meme Brainrot Quote shirt The ones that make your eyes pop and skin glow? These are your best colours and ones you want to build your wardrobe around, and are also fantastic in your jewellery too. Carol Karl and I discuss more about choosing colours and why black isn’t necessarily the right neutral for your wardrobe in this video interview – check it out now. Most people tell me that they don’t know how to mix colours, so they avoid colours and go for black instead as it seems easier. Mass media and the fashion industry has marketed black as being the most sophisticated colour, the colour that goes with everything and the most slimming colour. Yet this is all a myth. Black, it’s so everywhere now it’s actually boring. When I’ve asked people why they wear a lot of black, most people tell me because they’re unsure of what other colours to wear and it feels “safe” to them. So much so, that most of the time when I walk into a store and pick up a coloured item, the retail sales assistant will immediately say to me “did you see we’ve got that in black?” Why do they do this? Well because most people go for that safe black option and so they are more likely to make a sale (and that keeps them in business). When black first became a fashion colour back in the late 80s and early 90s, before that it was really only worn mostly by widows, as evening wear (glamourous and sophisticate) or by that artistic crowd (again, more sophisticated), it was a more exciting and interesting colour. Sadly, these days it’s everywhere and so no longer has any feeling of being a special colour to wear.

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But a deep dive into Adidas’s archives had him reeling. Erm What The Sigma Ironic Meme Brainrot Quote shirt “I suddenly realised that, with the exception of the waffle trainer and that air bag [Nike’s Air Max technology], this guy Adi was the father of 90% of the [sportswear] industry,” he would say. Maybe Kanye West came to the same conclusion after leaving Nike too. His next stop would be Adidas, where, by the admission of the then-president of Adidas North America, Mark King, his collaboration “definitely helped make Adidas cool again”. Indeed, it was Adi Dassler – from which comes ‘Adidas’ – who pioneered the idea of designing shoes to be functional for specific sports: he set out on the path that would lead to the modern track shoe, the modern football boot (and, for that matter, the modern football), along with shoes specially designed for every marginal sport from handball to high jump, boxing to fencing. Sure, Nike has long dominated golf, tennis and basketball – a sport Adidas was the market leader in before Nike came along. But it’s precisely that focus which, arguably, has meant the latter’s back catalogue of styles is comparatively limited to endless reinterpretations of the Air Force 1, Dunk or Jordan. In contrast, Adidas’ approach has not only tied it to sporting legends as diverse as James Hunt, Muhammad Ali and Gerd Muller, but given it a long roster of stone-cold trainer classics: the Gazelle and the Samba, the Superstar and the Campus, the ZX line and the NMD, even the Adilette shower slides, which sparked their own odd-ball, wear-them-out-with-socks fashion moment. Then, of course, there is the Stan Smith tennis shoe – still Adidas’s best-selling style, 60 years old in 2023 and arguably the progenitor of today’s long line of stripped-back, luxury sneaker makers, reinventing the sports shoe as something semi-formal.