When temperatures rise and faux fur is removed from the agenda, Friends Family Forever Haywire Everyone On The Floor T-shirt designers look for new ways to add texture to their collections—pieces with movement that bring the runway to life. And this season, fringe proved to be the order of the day. Taller Marmo’s creations have become beloved by fashion people in recent years, and now it seems everyone else wants a slice of the action, too. “Fringe is often used to bring an element of fun texture to an otherwise basic outfit, which might explain why it was everywhere this past party season,” says Annie Wheatland-Clinch, assistant social media editor at Who What Wear UK. “Still, as much as a tasseled treasure can feel like a special touch, it can quickly veer into generic after the first few wears. This is why this season’s array of contemporary interpretations is a welcome refresh—from bright colours and metallics to playful plastics and ropes, pieces from Jil Sander and Celine give us hope that this novelty trend has staying power, at least for another season or two.”

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In technology, for every Air or Zoom or Flyknit, Adidas has its Bounce, Boost, Torsion or Primeknit. Friends Family Forever Haywire Everyone On The Floor T-shirt And with its latest generation of products is pushing shoes with 3D-printed midsoles and uppers made by robots from TPU-coated yarns set at specific angles calculated by some heavyweight computing. ‘Vorsprung durch technik’ as fellow German company Audi once advertised. Performance products still account for around three-quarters of Adidas’ sales. Yet for all that sports shoes are created first and foremost for sport, it’s their lifestyle resonance – on the street, in fashion – that arguably really matters, and which so often leads sneakerheads to fall into one or the other camp: you wear Nike, or you wear Adidas. Again, although Nike tends to dominate the collectables and resale sneaker market – and it should be credited with turning its cultish Jordan sub-brand into one that, alone, has been bigger than Adidas for much of its history – Adidas’ cultural cachet runs very deep, even if it’s not well known. Adidas’ sponsorship of Run-DMC in 1986 may have been the first collaboration between the music and sportswear industries. It set the template for the endless collaborations that have followed and, to boot, made a style icon of the synthetic tracksuit, an Adidas invention. But the decade before that Adidas could claim to be the choice of none less than David Bowie, Jim Morrison and Bob Marley, as well as The Ramones and The Sex Pistols. In the UK of the late 1970s and early 1980s Adidas was especially beloved, with both Acid House and the Casuals style subculture again making it their brand of choice. And not because they had been marketed to. “When I was buying into Adidas as a youth we were buying our trainers from shops that sold tennis rackets, cricket bats and air rifles,” says Gary Aspden, long-time brand consultant to Adidas and curator of its Spezial line. “We were actually taking something [we loved], adapting it and changing the context of it. Our shoes were really important to us.” And so Adidas would continue to suggest credibility and authenticity with the most unlikely of clans. Come the late 1980s and into the 1990s, the US’ Nu-Metal scene had the likes of Korn singing ‘A.D.I.D.A.S’ and Limp Bizkit making Adidas the brand of its fan base, such that critics referred to their type of music as ‘Adidas Rock’. In the UK, Jamiroquai’s Jay K would become an unofficial brand ambassador, such was his Adidas obsession, while Adidas was the shoe of Britpop and the confected rivalry between Oasis and Blur. Blur’s 1999 album ’13’ includes the song ‘Trimm Trabb’, named after one of the brand’s more esoteric styles.