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yeezy season 1 – in store now!

Thursday, 29.10.2015 | posted in All, Products | no comments

For Autumn/Winter 2015, Kanye West and adidas Originals unveil YEEZY SEASON 1, a collection of apparel and footwear that cherishes universality and timelessness. Described by West as the world’s first “solutions-based” clothing line, the individual pieces define a style that matches the relentless pace of contemporary lives. “I don’t want the clothes to be the life,” he says. “I want the clothes to help the life.”

With this collection, West’s goal is to absolve consumers of dressing’s daily stress by creating a line of high-quality essentials that can be freely combined in infinite ways—“like Legos,” he says. For the designer this means stripped-down, comfortable, and unpretentious clothes for a “modern jet-set couple,” pieces to be worn from the gym to the office to a meeting to the airport and everywhere in between. “I wanted something that felt like New York or Paris or Tokyo or Santa Barbara or Chicago—a worldliness and an ease.” Layered together and worn haphazardly with an un-precious cool, the YEEZY pieces present all the elements of modern dressing.

West defines a silhouette of considered volume—billowing and oversize on top, tight and trim around the bottom—based largely on his personal sense of style. A study in contrasts like street-luxury and new-vintage, the clothing shapes a modern fashion dichotomy. West adheres to subtle, evocative color-ways of camel, olive, chocolate brown, blue gray, and camouflage, with injections of bright cranberry. This mostly neutral palette allows limitless combinations and expressions within the collection—foolproof, easy, ready to wear.

Bold gear for decisive men, the men’s collection features oversize sweats with distressed edges and worn, puckered hems; sumptuous shearling bomber jackets; cool camouflage parkas and separates; drapey military sweaters with distressed tears and canvas patches; and slick long parkas with faux fur trim.

Built around a wardrobe of incredible outerwear, the women’s collection serves as a modern armor. Highlights include shimmering MA-1 bomber jackets; military parkas; cropped shearling jackets with exaggerated extra-long sleeves; quilted, belted nylon vests with a body-con emphasis; and perfectly cut cotton separates designed to be worn day-in, day-out. “This is a challenge to where fashion is currently—a new feminine ideal,” West says, explaining the curve-hugging pieces.

YEEZY SEASON 1 also offers a large selection of unisex pieces, such as thermal tees, sweatpants, and short- and long-sleeve crew-neck sweaters. These foundational garments provide the basis for the YEEZY wardrobe.

For footwear, West and adidas present further breakthroughs following the highly anticipated launches of the YEEZY BOOSTs 750 and 350. Newly revealed shoes include the YEEZY 950 boots for men and platform snow boots for women—developed in close tandem with adidas’ products team. “adidas is a super innovative company that gives artists a platform to create and dream,” says West.

The collection hits No74 from October 29, 2015.

http://www.adidas.de/yeezy

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Tags: adidas Originals, YEEZYSEASON 1

RECAP: Launch of ‘connected’ at No74

Tuesday, 27.10.2015 | posted in All, Events | no comments

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Tags: connected, no74, Stereo MC's, Terranova

adidas Consortium x A Kind of Guise: The New York Pack

Friday, 23.10.2015 | posted in All, Products | no comments

A Kind of Guise (AKOG) is a mens and womenswear label founded in 2009 in Munich, Germany. The independent brand has steadily built a solid and highly acknowledged reputation for its simplistic and sophisticated design aesthetic. From day one the brand’s credo has been to stay authentic to its German roots by utilizing only domestic manufacturing for the entire production process. AKOG goes to great lengths sourcing premium materials to uphold their high quality standards.

For their first project within the adidas Consortium series, AKOG chose to work with the popular 1980s runner “New York”. This model counts as one of the most innovative performance shoes of its time. It introduced the now iconic Dellinger Webbing to enhance the outsole’s cushioning properties and featured the Ghillie speed lacing system. For their execution, AKOG suggested an update to the latter element by extending the three stripes and fusing them with the D-ring eyelets. Besides this technical detail, materials play the key role in the collaboration. Both upper and tongue are produced in AKOG’s popular, German-made, waffle piqué that is equally functional as it is visually striking. As a playful allusion to its home-country’s fondness for the oak tree – often used as symbol for loyalty and stability – AKOG created a pattern of oak leaves and acorns to be found on the insole and embossing on the leather heel tab. AKOG have stuck to one main color for both versions of their New York which is either dark navy or off white. As the only contrast, oak-colored leather was picked for the shoes’ leather lining.

The first adidas New York were produced in Germany, thus it only made sense to use the company’s local manufacturing facility for this project, as well. Complementing the release, AKOG have included a waffle piqué coach jacket and lambswool sweater with the collaboration’s oak leave pattern in matching colors, also made in Germany.

With the adidas New York, AKOG picked a popular style from the 1980s and reinterpreted it with their unique aesthetic. The very same approach was taken for the production of the accompanying look-book. The resulting photos are a tongue-in-cheek reference to the over-styled, happy-go-lucky motifs of a perfect life found in mail-order catalogues and advertising campaigns from a time when models were actually allowed to laugh and pets not considered out of place for being too cute or cheesy.

On October 31st the adidas Consortium × A Kind of Guise New York will be released at A Kind of Guise’s stores in Munich and Berlin, No.42 Paris, No.74 Berlin and selected Consortium retailers.

RRP New York: 220 €
RRP Oak Leaf Crew Knit: 275 €
RRP Waffle Coach Jacket: 395 €

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Tags: A Kind Of Guise, adidas, Berlin, Munich, New York

No74 in collab. w/ Terranova, Stereo MC’s & Kompakt presented the launch of ‘connected’

Thursday, 22.10.2015 | no comments

Yesterday as the sun went down the beats came up at No74 as we celebrated the launch of ‘connected’ – a new label for electronic soul music started by Berlin local Terranova and London’s emphasis Stereo MC’s.

To mark the occasion the limited edition package ‘connected 001’ was created in a run of 100, and contains a sweatshirt bearing the label’s logo and lettering designed by renowned Berlin-based artist Carsten Fock.
This limited edition package comes with a USB stick with an exclusive Terranova Dubversion of ‘connected’ by the Stereo MC’s and a 60 minute DJ mix.

Both Terranova and Stereo MC’s were present and gave the evening the kind of cool atmosphere only they can provide while setting the mood at the decks. Berlin came out and ate it up, it was another night of fun with friends and family as these electronic music legends laid it out like the masters they are.

As the beats warmed up the night everyone kept things cool with cold drinks provided by San Miguel.

Be sure to pick up your ‘connected 001’ package today while supplies last.

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Tags: Berlin, connected, label, no74, StereoMCs, Terranova

No74 presents the launch of ‘connected’

Monday, 19.10.2015 | no comments

Tunes by Terranova and cold beer by Sanmiguelbier.

Looking forward to seeing you!

Your No74 Team

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adidas Consortium Equipment Racing 93 x OVERKILL

Friday, 16.10.2015 | posted in All | no comments

Berlin based retailer OVERKILL opened its doors in the lively district of Kreuzberg in 2003. The shop stocks one of the biggest selections of sneakers and Graffiti-related merchandise. As a highly avid supporter of sneaker culture the shop has gained a formidable reputation reaching far beyond Berlin’s city limits and across Germany’s borders.

OVERKILL has a long-standing history and very special relationship with the adidas Equipment. Back in 2010 the shop hosted an exhibition in celebration of the Equipment Support Runner’s 20th anniversary. The first re-issue, as well as many of the subsequent editions, turned out to be especially popular among OVERKILL’s loyal customer base. Thus, picking the Racing 93, another icon from the Equipment family, for their first collaborative project with adidas was an easy, an almost obvious choice.

The Racing 93 by itself is an eye-catching silhouette with an accentuated lacing system that acts as external stabilizer. Instead of blending it in subtly with the overall appearance of their model, OVERKILL emphasized this element even further. By setting it in black/reflective-grey they created a stark contrast to the shoe’s beige-colored nylon upper. This main tint is a direct reference to the standardized finish on German Taxis. As the preferred method of transportation they play an integral role in offering a comfortable commute through Berlin’s bustling nightlife, even more so during the colder months lying ahead.

Looking closer at the details such as the grey speckled sole, the red highlight on the heel and the yellow tag on the tongue, it becomes obvious that OVERKILL managed to deliver a complete picture for their homage: grey tarmac, red tail-light, and yellow Taxi sign on top. The finish is as premium and well-balanced as expected on this shoe. Soft black leather, another contrasting detail, is used for the liner while beige suede on toecap and heel as well as tonal laces round off this execution.

On October 31st the adidas Consortium Equipment Racing 93 OVERKILL will be released at OVERKILL in Berlin as a special pack. It includes a ltd. edition aluminium shoebox, air freshener, keyring, and stickers and retails at 140 €.

The global release of the regular edition will follow at No.42 Paris, No.74 Berlin and selected Consortium retailers on November 7th.

RRP OVERKILL ltd. edition pack: 140 €

RRP regular edition: 130 €

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Tags: adidas Consortium, Berlin, Equipment Racing 93, Overkill

ADIDAS CONSORTIUM SUPERSTAR 80V UNDFTD X BAPE® II

Wednesday, 30.09.2015 | posted in All, Products | no comments

This fall, UNDEFEATED and A Bathing Ape® enter the second round of their collaboration on the classic Superstar 80v for the adidas Consortium series.

Earlier this year the BAPE® camouflage saw a comeback to the Superstar silhouette, a nod to adidas Consortium’s initial project with the legendary Japanese streetwear brand in 2003. For their collaboration with UNDEFEATED, the US-based pioneer of high-end sneaker retail, this iconic pattern was rendered in two new and exclusive color palettes for the Superstar 80v. While on the first pack the camouflage appeared more subtle, for this release all restraints are lifted as an all-over print adorns the shoes’ complete upper as well as matching laces. The resulting aesthetic exemplifies both partners’ design approach which constitutes the constant, masterful balance between the subtle and subliminal versus the flashy and flamboyant.

The second UNDFTD x BAPE® Superstar 80v is produced with a novel material treatment on either black or blue suede. On both versions one color was picked from the camouflage pattern as base-color for the leather dye and left out from the all-over print. The result is a stunning, highly tactile effect. Slightly more subtle details include matching suede heel tab and three stripes as well as the camouflage insole print. Complementing the “all-over” effect are the camouflage laces which can be exchanged with a matching mono-colored set. As before, the gold embossed UNDFTD Strike Logo, BAPE® Head, and lettering appear as clear visual identifiers for this collaboration.

 On October 3rd the adidas Consortium Superstar 80v UNDFTD x BAPE® will be released at UNDFTD and BAPE® boutiques with No.42 Paris, No.74 Berlin and selected Consortium retailers following on October 10th.

 Retail prices will be 130 € / 130 $ / 90 £.

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Tags: adidas Consortium, BAPE, Superstar, UNDFTD

Berlin Art Week 2015 – No74 and PPP present “L’Uomo del Pane”

Tuesday, 22.09.2015 | no comments

Exactly a week ago, No74 proudly took part in Berlin Art Week’s action by hosting Pane Per Poveri‘s documentary film presentation – ” L’Uomo del Pane“- directed by Hanna Hildebrand and produced by Matthew Antezzo.

In between two fully crowded screenings that took place during the evening, attendants were able to assist a performance by the  artist Natasja Loutchko.

Be sure to check out the images from the night.

Images by Julia Schoierer

Special Thanks to San Miguel Bier for the kind support.

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Tags: #no74 #adidas #berlin #berlinartweek #art #paneperpoveri #ppp, #sanmiguelbier, Torstrasse

adidas Originals x White Mountaineering – A/W 2015 footwear collection

Monday, 14.09.2015 | posted in All, Products | no comments

adidas Originals has reunited with Yosuke Aizawa’s pioneer Japanese label White Mountaineering for Autumn/Winter 2015 with a brand new collaborative footwear collection.

This time around White Mountaineering has turned its attention to the ZX Flux and Nastase models, incorporating its luxurious approach to cold-climate fashion into each design. For the ZX Flux, the shoe has been rendered in black and white colourways of a classic German flecktarn camo with tonal details atop a crisp white outsole, rounded off with joint-branded graphics on the insole and tongue and an exclusive lace clip featuring the label’s standout geometric motif.

The Nastase, meanwhile, takes a softer approach with a clean premium leather and suede construction in tonal black and clear grey colourways, The geometric pattern appears on the heel-tab and lining, complemented by essential joint-branding details on the insole and tongue. The shoe is then finished with debossed White Mountaineering branding on the lateral heel over a contrast white sole unit.

True to the label’s functional approach to fashion, the result is a clean collection of casual shoes that perfectly complement the White Mountaineering philosophy.

The adidas Originals x White Mountaineering footwear collection will be released on September 19th  at No.42 Paris, No.74 Berlin and select adidas retailers. RRP: ZX FLUX 140,- €, NASTASE MV 150,-€.

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Tags: adidas Originals, White Mountaineering

Pane Per Poveri presents “L’Uomo del Pane” at No74 during Berlin Art Week

Thursday, 10.09.2015 | posted in All, Events, General | no comments

No74 and Pane Per Poveri are pleased to inivte to a evening hosted by PPP in the frame of Berlin Art Week.

Realized in Venice, Lido, in May 2015 during the opening days of the 56th Venice Biennale, Hanna Hildebrand and Matthew Antezzo captured the 72 hours of Pane Per Poveri, interviewed participating artists and documented the artworks that were part of the project.

After the preview of  “L’Uomo del Pane” during Istanbul Biennale, it will now premier at No74 on September the 18thwith two screenings starting at 6 and 8 pm.

directed by Hanna Hildebrand

produced by Matthew Antezzo

Age and Ham Productions

Pane Per Poveri is a temporary art project organized by a group of Berlin artists and curators who wish to experiment with different forms of contemporary art events. Considering that art can exist apart from rules and established structures, it is the ambition of the PPP project to foster this freedom and to create a place where not only the production of art, but also its presentation and perception can abide with the least restrictions possible.

The project was realized with the support of adidas.

trailer: https://vimeo.com/129016548

paneperpoveri.org

instagram.com/paneperpoveri

http://www.berlinartweek.de/de/service/weitere-termine-in-berlin.html - Projekträume

supported by : SAN MIGUEL BIER

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Tags: #no74 #no74berlin #ppp #paneperpoveri #adidas #berlinartweek #berlin #luomodelpane, #sanmiguelbier

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No74

Torstraße 74
10119 Berlin
Germany

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+49 30 53062513

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