Luxury fashion house Prada works together with Cassius Hirst, also known to be Cass to create his own iteration of the iconic America's Cup sneaker model. He breaks up the new collaborative project into four different sections, including ATT4CK, D3CAY, SUST4IN, and REL3ASE. Every name is inspired by music with a spotlight on the 'envelope' iteration.
It is meant to capture the 'life of a sound' and the different stages of its evolution. The ATT4CK footwear has molded spikes and is marked with neon tones. This is followed by the D3CAY design that has distressed leather construction and stripped and faded looks for a worn-out feel. The SUST4IN footwear has overpainted detail and the REL3AWSE sneaker is entirely covered with a neon spray look.
Premium Music-Themed Sneakers
Prada and Cassius Hirst Drop a Set of Limited America's Cups
Trend Themes
1. Musically-inspired Footwear - There is an opportunity for luxury fashion brands to continue exploring collaborations with musicians and artists to create unique and innovative footwear designs inspired by their art.
2. Sustainability in Sneaker Culture - Since one of the iterations of the Prada and Cassius Hirst collaborative project features overpainted details, there is a potential for fashion houses to prioritize sustainability in sneaker culture by using eco-friendly and non-toxic materials in their designs.
3. Refashioned Sneakers - With the D3CAY design featuring a distressed leather construction, there is an opportunity for fashion houses and upcycling brands to repurpose old sneakers into new designs that have a unique and vintage feel.
Industry Implications
1. Luxury Fashion - There is a disruptive innovation opportunity for luxury fashion brands to collaborate with musicians and artists to create unique and innovative products, such as musically-inspired sneakers.
2. Sneaker Industry - The introduction of overpainted and eco-friendly details into the Prada and Cassius Hirst collaboration project presents an opportunity for the sneaker industry to prioritize sustainability and innovation in their designs.
3. Upcycling Industry - Repurposing old sneakers into vintage and unique designs, similar to the distressed leather construction of the D3CAY design, presents an opportunity for the upcycling industry to flourish in the fashion world.