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Remastered ‘70s style invades street fashion

By Jan Milo Severo, Contributor

Adidas Originals has brought back its most iconic apparel franchise that cultivates in the ’70s: adicolor. The range is an instantly recognizable symbol of sports and street culture, and this 2018, Adidas remastered the concept with the confidence to playfully celebrate color for a new generation.
Launched at the Bonifacio High Street in Taguig recently, Adidas paired the colors from the past with those of today that produced four meaningful sport hues that were carefully selected as the starting point for the overall inspiration for both men’s and women’s spring and summer 2018 collections.
The primary colors, which are now referred to as Bluebird, Fairway Green, Scarlett Red and Sun Yellow, were first seen in 1983, when all-white adicolor shoes were presented alongside a set of felt-tip pens, and reappeared in 2006 for Color Series, an adidas collaboration with some of the world’s best-known and most highly regarded creatives, creating unique pieces around a specific color.
Taking inspiration from the past collections, the SS18 offering plays with these iconic shades and creates tonal ensembles to render a palette relevant for today.
Adicolor SS18 offers a curated archive selection with the most influential adidas silhouettes of past decades in a self-referential play. Classic styles are reimagined for today through the use of innovative fabrics and refined fits.
Style and taste move beyond fixed gender binaries — focusing on interesting product, not ignoring femininity, but rather offering a more sophisticated acknowledgment of its many different faces. Branding is refreshed by manipulating logo size and proportions and unexpected placement.
For the campaign, photographer Charlie Engman and director David Lane build irreverent monochromatic worlds of adicolor apparel, characters, descriptions and objects. Together they create a fun and humorous tone across the campaign that emphasizes a gender neutral and diversity-driven approach. Color is celebrated in ways that are both familiar and surprising, aligning with the playful spirit of the collection.
adicolor transcends cultures and eras to redefine itself in perpetually new contexts — always taking color seriously, and taking itself less seriously.
The adicolor collection became available on January 18 at adidas Originals stores, retail partners and

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