The London Stores Stocking Adidas x Pharrell’s Hu NMD

The massively popular Adidas NMD sneaker unites the brand’s past and future, bringing together classic 80’s detailing and cutting edge sportswear technology. Designed for urban exploration, the NMD has found fans across the board. Pharrell Williams’ reinterpretation of the popular shoe sees an unusual higher placement of the laces, as well as some bold typography emblazoned on the shoes’ breathable Primeknit upper. Williams has a longstanding rapport with Adidas, having worked on a number of collaborations with the label previously. As with other NMD silhouettes, the sneaker has a white boost sole and EVA inserts. The highly anticipated Hu NMD will be released today in limited quantities at select London stores.

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The stockists and their founders:

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The Billionaire Boys Club || Pharrell Williams & Nigo

In 2005, Pharrell Williams partnered with Japanese fashion icon Nigo, the founder of BAPE, to create and launch two new premium streetwear brands – Billionaire Boys Club and Ice Cream. Designer and creator Williams has always been a tastemaker in music, fashion, and business, so it should come as no surprise that his apparel brand remains popular today. Billionaire Boys Club and its sister brand Icecream have exerted a profound influence on youth culture, individuality, and style for the past decade. For the brand’s European flagship, the collaborators chose London’s Soho.

36 Marshall Street, London, W1F 7EY

 

Sneakersnstuff || Erik Fagerlind & Peter Jansson

Sneakersnstuff has been a landmark for sneaker lovers in Sweden since 1999, and their store in Stockholm has become a collectors’ destination over the years. Their London outlet, based in Shoreditch, has quickly gained a loyal local customer base. On top of celebrating their fifteenth year in business and opening a third store, located in Paris, Erik Fagerlind and Peter Jansson have delivered an attractive array of collaborative drops with the likes of Nike, Reebok, Adidas, PUMA and more. The inspiration behind these projects span the Stockholm Archipelago, black-light posters, and the basketball jersey of their now defunct hometown team.

107-108 Shoreditch High Street, London E1 6JN

Footpatrol || Michael Kopelman

Foot Patrol is described as a hub for the sneaker community to get their hands on and talk about what they love most. Specialising in new and classic sneakers, limited editions and Japanese exclusives, it was and remains a major contributor to London’s collecting scene. Kopelman, who has worked alongside JD since it bought the name, has kept up relations with suppliers and overseen the buying for the store, retaining its unique identity. Originally opened in 2002, Foot Patrol relocated to its new site in 2010. Based in the heart of Soho on Berwick Street, the store’s understated facade is a modest prelude to what has been achieved within.

80 Berwick Street, London W1 8TU