Collaboration?
- Feb 12, 2024
- 3 min read
How many times have you heard the term "this product has been co-created by ..."? It does get flung around a lot in modern day business, but does it mean a better product being produced? Well, I think the saying "too many cooks spoil the broth" often describes these ventures and there are definitely some examples of co-created products going wrong. Actually, "wrong" is probably not the right word. "Unnecessary"... that’s the word. But let's not worry about them for just now. Let’s focus on some examples of co-creation that actually allowed for great design:
Some great design collaborations that allowed for iconic products to be created and sold to consumers. I am going to talk about a design partnership that I have fallen in love with, and I think you will too!
Now if you have been reading this blog you will know about my love for shoe design, so I am going to base this post mainly on the co-collaborated designs by Nike and Virgil Abloh. But first a little backstory about Virgil Abloh. He was an American fashion designer and the brainchild of Milan based fashion house Off-White. He passed away around a year ago, but the impact he left on the luxury streetwear industry will be forever lasting.
The first time I had heard of the man was when I saw these online:
I was in awe. They blew me away with their subtle tweaks to one of the most iconic shoe designs of all time. I had to have them. Unfortunately, I didn't have 5 thousand pounds to spare so my dream of owning them died there and then (yes you read that right, "5 thousand pounds!"). These shoes are literally in the Chicago Museum. So, what makes these shoe's design so stunning?
I believe there is such a uniqueness and personality to them. To demonstrate this let's compare them to the original Chicago Jordan 1s:
Just looking at them side by side I know instantly that I want the Off-White version. There is just so much more personality to the design. More unique design features that aren't just unique to Nikes, but shoes in general. I mean who in their right mind you stick a cable tie to a Jordan? But it works! I also love the off-white colour on the sole and midsole, it adds to the personality of the shoe. The elevated Nike shoosh with the blue stitching and orange patch makes the shoe look handmade which again adds to the personality of the shoe.
I just think if you were buying a statement piece shoe then the Off-White one is the way to go. The design just jumps out and grabs the attention of the viewer. I believe this all stems from the multiple little design additions taht all add up to a beutiful shoe.
Now, Nike could have hired anyone to make a "re-imagined" pair of Jordan 1s but by choosing Virgil Abloh they got a guy with real knowledge and expertise designing luxury streetwear, and at the time this is what the Jordan 1 was becoming. I also believe Virgil Abloh was chosen because he is a black American. The Jordan 1 has massive significance in this community and Nike had to make sure that they hired someone who understood this and could design for it:
I actually think I am going to do my next blog post about the designs of Virgil Abloh because apart from his work with Nike I know very little about the rest of his portfolio. It will be a bit of learning for me and you!
The Off-White Chicago 1 started a whole list of Off-white x Nike designs that are still massively popular today:
Nike Prestos, Blazers, Vapormax, Air Forces, the list goes on and on. But there is real consistency across all the designs. Enlarged swooshes, cable ties, "" text, orange patches and blue stitching have made Off-White shoes instantly recognisable which has, in turn, fostered their appeal to consumers. Having an Off-White x Nike design is a statement and I dream of making that statement at some point in my life. However, I will need to save £5000 before that happens.
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