Virgil Abloh. Nike. ICONS

In 2016, Nike, renowned for its sportswear, and the innovative fashion designer Virgil Abloh teamed up to create a groundbreaking sneaker collection. Titled "The Ten," this project breathed new life into ten of Nike's most legendary sneakers, including the Air Jordan 1, Air Max 90, Air Force 1, and Air Presto. Abloh's reimagined designs explore the intricacies of engineering and resonate strongly within the cultural sphere. By incorporating unique design elements such as lettering, ironic labels, collage, and sculpting techniques, he transformed each shoe into an expressive work of art. Drawing inspiration from Dadaism's wit, architectural philosophy, and avant-garde movements, Abloh dissected each sneaker to uncover its essence, creating an artistic combination that functions as industrial design, sculpture, and fashion.

The book "ICONS" delves into Abloh's creative exploration, showcasing prototypes, original communications between Abloh and Nike designers, and rare items from the Nike archives. Readers encounter altered Swooshes on Air Jordans, text fragments encased in quotation marks on Air Force 1, and repurposed All Stars, revealing Abloh's distinctive DIY style. Each model in the Off-WhiteTM c/o Nike collection bears his unique imprint. The Swiss binding of the book itself reflects this deconstructive approach, with its open spine offering a glimpse into the book's creation. Documenting Abloh's cooperative method of work, the book underscores the continued relevance of print. For its design, Nike and Abloh enlisted the talented London-based Zak Group to create a dual-themed volume that serves as both a catalog and a conceptual guide. The first section immerses readers in sneaker visual culture, while the second provides a lexicon detailing the key figures, locations, concepts, materials, and scenes that influenced the project. Contributions from Nike's Nicholas Schonberger, writer Troy Patterson, curator and historian Glenn Adamson, alongside Virgil Abloh, position this collaborative endeavor within the broader context of fashion and design history. A foreword by Hiroshi Fujiwara situates the initiative within the lineage of esteemed Nike partnerships.