The worst kept secret in Urban Fashion is out. Pharell Williams, fresh off the buzz of his new album ‘Girl’ and smash hit ‘Happy’ has inked a deal to collaborate with German sportswear giant, Adidas on a fashion line of which the first collection would be released later in the summer months.
In a sense, this is a natural fit. Pharell has collaborations with Commes des Garcons, Uniqlo, G Star and Moncler to his name whilst Adidas already have close associate Nigo (BAPE), Mark McNairy, Raf Simons, Rick Owens, Kanye West and Yohji Yamamoto as designers. It is expected that this should catapult Adidas to the forefront of Urban Fashion in that they have two of the most formidable designers and tastemakers in the hip hop world under their stable.
The rumours of a deal had been swirling in the wake of Pharell’s constant sporting of different colour schemes of the Adidas Firebrand jacket and a pair of customized Stan Smith’s during awards season.
The collection will seek to incorporate Pharell’s Bionic Yarn- ocean debris transformed into usable materials.
Lifestyle publication, Complex have a piece examining the impact of this signing would have on Adidas.