Whether it’s in film or fashion I find myself drawn towards the visual juxtaposition of nature and technology. Since the start of the co-branded project, Gyakusou campaigns have used urban and natural backgrounds to romanticize running clothes. Hypebeast expands upon this idea with an in-house editorial showcasing the Fall/Winter 2012 collection. I welcome new takes on branding and showcasing sportswear as I think it is an under-appreciated influence in the history of both fashion and subcultural movements.
Images via Hypebeast