Nike's Future-Facing Re-Creation Program Lands in London

by SHOWstudio on 24 April 2023

The athletic giant's upcycling program leaves Los Angeles for London and Paris this summer.

The athletic giant's upcycling program leaves Los Angeles for London and Paris this summer.

The innovative Re-Creation project by Nike, initiated as part of the sportswear giant's sustainability plans to 'Move-To-Zero', will travel to London and Paris this summer. First launched in Los Angeles last year, Nike Re-Creation strives to show the possibilities for using vintage and deadstock materials as part of manufactured, high quality design, 'that are better for athletes and better for the planet.'

The latest instalment of the program will see London-based design project Greater Goods, founded by Jaimus Tailor, collaborate with Nike as they envision sustainable, local and innovative design for the Nike athlete. 'We take each garment as it comes. Let’s say, for a waterproof jacket, it’s very articulated and shaped, so you can’t lay it flat. That’s why we often get the garment in front of us and see what areas we can work with, then build it up from there', Tailor explains.

Both local manufacturing and distribution are key to Nike Re-Creation, and this summer the project will focus on serving London and Paris athletes, where designer Sarah Moh will work on the collection for the French capital. Ahead of the launch, Moh says: 'For a brand as iconic as Nike, I think it’s important to be able to share new values with all different kind of people.'

The Nike Re-Creation London collection will launch at NikeTown London later this month with a one-of-one capsule collection of 25 pieces, and a wider collection will follow. All fabrics sourced for the Nike Re-Creation London collection are from deadstock Nike product and materials.



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