I was recently speaking to Continuum, who are now a big US industrial design and innovation company but back in the early 80's they were essentially a medical devices company who picked up an unusual commission from Reebok. This led to them developing the Reebok pump which embedded an aortic (bloodvessel) clearing device into a standard pair of trainers. It was a very lateral leap but hugely successful and made Reebok bigger than Nike (at the time) and was the best selling trainer for several years. Extreme collaboration in action…
100%Open, 3rd Floor,
86-90 Paul Street,
+44 (0)203 889 5560
I desperately wanted some of these as a kid.. now I can afford them I just don’t think I’d look “in” wearing them now. Shame.
Shame indeed. They say never get into retro trends if you remember them first time round. Mind you what qualifies as retro these days ain’t what it used to be…:)