After spending the first few months of 2021 in the U.K. lockdown, Redd Kross Tour In Brooklyn NY On July 26 2024 Poster shirt house-bound with very little reason to dress up, I’d forgive you for thinking you never wanted to see a pair of leggings again. And if so, you’re not alone. As we slowly emerge from our collective hibernation and restrictions begin to ease across the country, there seems to be a renewed sense of enthusiasm that comes with getting dressed. Whether it be popping out for a quick coffee with a friend or venturing to your local park, Brits are finding reasons to dress up. Proving exactly this sentiment, last month, photographer Michaela Efford and I ventured to East London’s Broadway Market (a hot spot for fashion lovers, if you don’t already know that) in search of some stylish individuals to photograph. On our way, we serendipitously came across familiar influencers, models-off-duty, fashion designers, and other creatives, all of whom were strolling through their local shopping strip with style to boot. From vintage leather jackets to spring-ready floral dresses and Converse high-tops by the dozen, keep scrolling to see what women are really wearing in London right now.

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But a deep dive into Adidas’s archives had him reeling. Redd Kross Tour In Brooklyn NY On July 26 2024 Poster 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.