We all know that NIKEiD was a game changer. Suddenly you didn't have to be on top of every drop to be wearing head turning sneakers, and if you had a vision in your head, you could finally make it happen on your favourite kicks. Now, Nike's Sneaker Cube in London is taking the concept one step further, and offering apparel customisation services.
From August 5 – 21, three artists will be creating patches, flags, graphic designs and pins, available to be used customising apparel, alongside the customisable Air Max 1 Ultra Flyknit. Ben Drury, Jiro Bevis and Sara Andreasson have each created works that celebrate the past, present and future and represent London, Rio and Tokyo — cities that have witnessed or are soon to become global stages of sport. Each weekend will see a new pack release, kicking off with Ben Drury's options, available from today.
The inspiration for Drury's designs is the very British concept of the pirate radio station, which, thanks to the news that the FM signal will be switched off in a couple of years, is very much coming to an end; "there’s something very physical about tuning in a radio, rather than just typing it into your browser and listening to an internet station. There are less and less analogue experiences in your daily life, but kids just aren’t aware of it."
Taking the idea of the digitalisation of our everyday lives even further, Drury turns his attention to architecture, and the way in which buildings like St. Paul's Cathedral, with all their interactive and accessible features, are being overshadowed by the impenetrable, uninspiring skyscrapers that are shooting up all over the city. "If you go and hang around the base of a skyscraper like the gherkin, private security will come and move you on, whereas you go to St. Paul's and there’s people sitting on the steps, you can go in, you can explore. There’s some amazing shit in there, it’s a really rich cultural experience going there. The Gherkin, the Shard, they’re just impenetrable capitalist monuments, and there’s nothing interesting about that to me."
Scroll to check out the designs (and some of the reference sketches from Drury himself) available for use now in the Nike Sneaker Cube in London, and head down to the cube to create your own apparel and kicks, ready for the rest of the summer.
236 Oxford St