New York – New York-based artist Tom Sachs and international sports brand Nike have launched a collaborative clothing collection called NIKECraft that mixes fact with fiction and embraces a DIY aesthetic using re-appropriated materials.
The five-piece NIKECraft collection runs alongside Sachs’s artistic project, Space Program: Mars, which creates the narrative of a mission to Mars. The same narrative is played out in the articles of clothing, which are fabricated from disused space suits and automotive air bags, for example.
With function a pivotal factor in their design, the items almost become part of the space mission, blending the real and fictional worlds. This idea, combined with the application of Sachs’s DIY aesthetic to Nike’s commercial sportswear, is a great example of a brand reaching out to the Turbulent Teens. Find out more in our Anarconomy Decade macrotrend.