Errolson Hugh Discusses the NikeLab x Acronym Downtown AF1

From his work at Stone Island, to his role masterminding the re-launch of the Nike ACG label, to his ongoing experimentation under his own brand Acronym, Errolson Hugh has long been a one-man R&D unit for the sportswear industry. In a recent interview with SSENSE, conducted before the release of the NikeLab x Acronym Downtown AF1, Hugh describes the advantages of painting with the brush of a global corporate infrastructure: “Working with Nike means that you’re really working with pop culture. It’s not just a product or a collection. It’s so ingrained into so many people’s histories.”

This is particularly true of the new NikeLab x Acronym Downtown AF1, the contents of the shoeboxes surrounding Hugh in the picture above. In classic deconstructionist style, the sneaker slices into and reformulates an iconic design, a process described by Hugh as “intervention.” This is Duchampian tactics for a century of hyper-networked fetishization, a concept reflected in Nike Lab’s video for the release, “Fixation,” directed by Jeanne-Salomé Rochat and Carlijn Jacobs.

Deeper

  • Thus Spoke Bischofberger: Artforum’s Eternally Swiss Back Cover

    An advertisement for the art gallery belonging to dealer and collector Bruno Bischofberger has occupied the back cover of every issue of Artforum since April 1987. Seen out of context and en masse, the eternally Swiss contents of these promotions at first appear idiosyncratic; upon further scrutiny, however, they seem insane.More
  • Apparel

    032c “Dark Times” Brecht T-Shirt Black

    €50
    Buy Now
  • Société de 032c: GLOBAL PREDICTIONS from Cyber Oracle SITA ABELLAN

    “The major debate everyone is avoiding is how technology will modify our society and economy,” says the model, DJ, and self-proclaimed “techno princess” in a series of dystopian prophecies. “Technology is forging our behavior and will deeply affect who we become as human beings. Avoiding discussions about the use of technology without limitations and restraints will cause major injustices.”More
  • 032c WWB Collection

    032c WWB Turtleneck Camouflage

    €80
    Buy Now
  • Apparel

    032c Classics Logo Beanie

    €40
    Buy Now
  • Salty, Litigious, Iconoclastic: DAVID SIMON on TV as discourse

    With “The Wire,” DAVID SIMON accomplished the unlikely feat of captivating both West ­Baltimore bruisers and The New Yorker subscribers for an hour a week, over the course of six years. Twenty years into television’s latest “Golden Age,” as the creative blueprint pioneered by Simon and shows like The Sopranos unfurls into an endless stream of content from Amazon and Netflix, we revisit our 2011 interview with Simon from 032c Issue 20.More
  • OG? OK! Onitsuka Tiger Unveils 70th Anniversary OK Basketball Shoes in Berlin

    At their store on Alte Schönhauserstrasse in Berlin, Japanese footwear mainstays Onitsuka Tiger held a Japan-themed mini festival to herald the arrival of the OK Basketball MT and the OK Basketball Lo: two new shoes inspired by the groundbreaking design that ignited the Onitsuka Tiger brand almost 70 years ago.More
  • CROSS-DRESSING IN THE WEHRMACHT: Unseen Practices at the German Front

    While collecting amateur photography from periods during and after the war, Berlin-based visual artist Martin Dammann would, “from time to time,” stumble upon photographs of cross-dressing soldiers. Provoked, he began to seek out more, drawn to the “kaleidoscope of emotional states” that they revealed: “Desire for women. Desire for men. To be a woman. To be elsewhere. To be someone else.” More
  • THE BIG FLAT NOW: Power, Flatness, and Nowness in the Third Millennium

    As a contemporary metaphor, flatness describes how the invention of the Internet has restructured global society. At its origin, its promise was a social revolution founded on intersectional equality and universal democracy. It is our contention that that promise may yet be fully realized.More