Storytelling tends to be a major component of the collaborative projects from the Concepts team. After delving into Egyptian archaeology for a joint project with Kyrie Irving, the retailer is now paying respects to Japanese tuna, restaurant culture and the Michelin Guide with its latest ASICS GEL-Lyte III "Otoro" and "Four Days" apparel collection.
The footwear piece in this new assemblage is symbolic of the Bluefin Tuna and its highly acclaimed belly fat also called "Otoro". To best translate its elevated allure, Concepts reimagines the classic ASICS runner by applying buttery pigskin suede to the upper and executing it in a range of various shades of pink to call out the delectable fish item. The reflective 3M hits that border the tiger stripes and come planted on to the forefoot reference sushi tools such as knives while the wasabi serves as the inspiration for its extra set of green laces. A "Concepts" logo is also debossed into the lateral heel areas, and the insoles are decorated with actual imagery of the scaly ocean animal.
“Our relationship with ASICS has allowed some of our most unique storylines. With "Otoro", we’re able to relay an amazing story and do so with utmost attention to material and execution,” says Deon Point, Concepts’ Creative Director.
Accompanying the kicks is a "Four Days" range of cozy hoodies, crewnecks, shorts, sweatpants, socks and tees. Color schemes and graphics of the pieces speak restaurant-related elements such as the Michelin Guide, wasabi and other sushi practices such as “Shibi” — the action of curing fish in soy sauce.
In case you missed it, ASICS recently unveiled its new NOVABLAST 2 runner.