Where to Buy the HIDDEN.NY x ASICS Gel-NYC

The rise of HIDDEN NY from a digital moodboard on Instagram to a fully-fledged brand is a testament to the power of social media in shaping today's fashion landscape. Their latest venture, a collaboration with ASICS on the GEL-NYC model, vividly illustrates this evolution. Initially caught on the feet of Colombian artist Feid, this project has moved beyond a one-off design, instead emerging as a unique reinterpretation of a popular ASICS silhouette.

The HIDDEN GEL-NYC adheres to a design philosophy rooted in simplicity and performance. It features a white mesh base that lays a clean foundation for the upper's silver synthetic leather panels. These elements draw inspiration from the functional aesthetics of performance running footwear, a nod to ASICS' heritage in the field.

However, the infusion of HIDDEN NY's creative flair truly sets this model apart. Rich green accents are prominently featured across the profile vector logos and select midsole components, injecting a vibrant contrast into the sneaker's otherwise monochrome palette. Upon closer inspection, the ASICS logo undergoes a playful transformation with a pixelated treatment, a clever homage to HIDDEN NY's digital beginnings.

The sneaker's GEL-cushioning system, a hallmark of ASICS' commitment to comfort and performance, also participates in the color story, flaunting the same eye-catching green. This detail harmonizes with the sneaker's grayscale sole unit, which pays tribute to the aesthetics of the early 2000s.

Adding to the collaborative spirit, HIDDEN NY's influence extends to the smallest details, such as their lowercase "h" logo adorning the toe tip. Even the shoe box receives a unique makeover, featuring co-branding and a grid pattern reminiscent of those seen in Photoshop's "empty" layers, further linking the shoe to the brand's digital roots.

The HIDDEN.NY x ASICS GEL-NYC is slated for release on March 23 on the former's official channels, followed by a wider release at retailers on April 12th, 2024.

Stay tuned for official confirmations.