Sport Reebok creates a trend division, entrusted to the creator of the house Pyer Moss
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The American sports equipment supplier Reebok has announced Tuesday the launch of a new division dedicated to creation and new trends, which will be entrusted to designer Kerby Jean-Raymond, founder of the ready-to-wear brand Pyer Moss, very fashionable.
Considered one of the most talented designers of the new American generation, Kerby Jean-Raymond has been collaborating since 2017 with Reebok, for which he has designed several collections.
He is known for his collections very inspired by African-American culture, which often revisit the place of blacks in the history of the United States.
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The subsidiary brand of Adidas has also worked with several renowned designers on unique collections, in particular with Demna Gvasalia, creative director of Balenciaga and co-founder of Vêtements, or Victoria Beckham.
But this is the first time that it has created a dedicated entity, which should function as a creative laboratory, which Kerby Jean-Raymond would like to see associated with other creators, artists and personalities "whom we think can to unite well with the Reebok brand, "he said in a statement.
"As the first designer to collaborate with Reebok in this role, I am honored to be associated with such an important moment in the history of the brand," he added about this new division, called Reebok Studies.
With the development of athleisure, a movement that dissociates sports-style clothing from sporting practice, most equipment manufacturers seek to develop partnerships with designers to give themselves legitimacy in the eyes of the fashion world.
In contrast, many ready-to-wear houses now hunt on the land of sportswear and have surfed, in recent years, on the wave of "ugly sneakers" or "dad sneakers", trendy sneakers sold to much higher prices than all sports shoes.
In addition, Reebok is looking to relaunch its brand, after recording sales in 2018 in all major regions of the world.
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