Reebok x Pyer Moss – Experiment 4 to launch at SoleDXB 2019
Reebok by Pyer Moss – Collection 3 will be launched at Sole DXB this year.
Founder of luxury and ready-to-wear brand Pyer Moss, Kerby Jean-Raymond, will attend the festival all the way from New York, to take part in the activity at Reebok’s minimalistic, culturally inspired premium space.
The latest Reebok by Pyer Moss collection, “Collection 3.” features rich and expressive prints that bring light to untold and forgotten stories through the Sankofa; a Twi word from the Akan tribe in Ghana which translates to ‘Go Back and Get It’.
The Sankofa symbolizes going back to one’s past to reclaim your own narrative. Known for his inspired-fashion statements that acknowledge sub-cultures, Jean Raymond has recently landed a spot on the inaugural TIME 100 Next list, appearing in the Phenoms category alongside other notables.
Reebok by Pyer Moss – Collection 3 features men’s, women’s and unisex products that reimagine athletic staples in a meaningful way, each with a unique story to tell.
In addition, Collection 3 introduces the Pyer Moss Experiment 4 “Fury Trail” sneaker. With an interesting back story, the footwear was designed as a sacred object split into three layers representing the journey of people who climb to success by creating something sacred in the face for adversity.
The concept is quite literal, with the mudguard representing the fight against boundaries, the luxurious upper representing success, and the inner and outer tongues, as well as lining, representing emotion.
Lucky fashion, design and culture enthusiasts will be presented with an exciting opportunity as Jean-Raymond holds his panel talk exclusively at the high-end luxury Reebok space, Friday December 6 at 4:30 pm. The talk will cover topics relating to embracing sub-cultures, championing inclusivity and celebrating uniqueness. Joining him in that space will be a number of special guests who will share their own unique and untold stories.
To further unfold the narrative, a group of the region’s creatives and talent from Dubai Poetry Slam will join the Reebok space. Co-founded by Omran Al Mohamad, who will be making his way to the Reebok stand, alongside acts including influential poet Jaysus Zain, African Spoken Word Poet Joecool Lorenzo, also known as Mr. Famous and Mony Shohayeb, author of The Life Jackets and Took Al Nagah. Also adding to the narrative, regional content creator Aqib Anwar, A.K.A Gibsterg, will be capturing the space through his creative lense and taking unique profile shots of fans at the Reebok by Pyer Moss photo wall, encouraging all to embrace their own story.
In other news, Reebok will also be celebrating its collaboration with adidas, combining iconic technologies into one product; the Instapump Fury Boost. On Friday December 6 at Sole DXB, the union between the iconic vector and the three-stripes will come to life with the highly exclusive and limited drop of the Instapump Fury Boost, “Black and White”.