The Grand Gucci-Adidas Collab Is Almost Here
Yesterday, Gucci and Adidas announced the first drop from their logomaniac collaboration in an Instagram post with a quote from Federico Fellini’s 8½: “There are so many superfluous things in the world already.” The caption, however, tacks on a caveat: “Self-expression is not one of them.”
It’s hard to disagree! In a fashion universe overrun with collabs, it’s still going to feel nice to lace up a pair of Guccididas sneaks. You’ll remember that the Italian luxury megabrand and the German sportswear giant first previewed their partnership back in February to a celebrity-filled crowd in Milan, sending a surplus of color, logos, and mashed-up brand signifiers down the runway. This upcoming drop is inspired by that runway collection, with particular emphasis on vintage sportswear of the ’70s and ’80s. The look has popped up again in contemporary culture, cycling from preppy to hip and back again, very much along the Björn Borg to Richie Tenenbaum to Tyler, the Creator pipeline.
And the menswear on offer really runs the ESPN gamut, comprising tennis-style polos, monogrammed golf bags, driving gloves, running tights, and even bowling shirts and bags. (No sign yet of the fingerless goalkeeper gloves A$AP Rocky wore to a recent Gucci show, but maybe those will be in the next drop.) There are also more leisure-forward styles including short suit sets, wooden clogs, knit polos, and flared, trouser-style track pants.
The real fun comes with the two brands’ logos. Both companies have their own lexicon, from the silhouettes (and purposes) of their clothes to their recognizable signifiers: Gucci’s signature red and green and interlocking GG logo, Adidas’s trefoil emblem and three stripes. (Funny enough, they both have a signature shoe in some way inspired by a hooved animal—the Adidas Gazelle sneaker and the Gucci horsebit loafer.) On many of the Gucci x Adidas pieces, Adidas’s kicky sans-serif logo is placed alongside Gucci’s lavish all-caps serif.
These sorts of collabs make for Instagram catnip, with visually striking clothes meant to merge not only the brands’ sensibilities but also customer bases. After all, fashion wants what streetwear’s got, and vice versa: streetwear is cool and accessible, capital-F Fashion is luxurious and covetable, and as Gwen Stefani (my personal patron saint of the Adidas tracksuit) once put it, “Everybody wants everybody else.” And so what if you want it all at once?
If that’s the case, the Guccididas collection will be available for purchase in select Gucci stores and online starting June 7.
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