The German sports giant Adidas and the 032c Apparel brand created in Berlin on the basis of the magazine with the same name have created a sports collection of accessories for all occasions. According to Maria Koch, creative director of the 032c Apparel brand, her and the team have always been inspired by Adidas, especially since she literally grew up in the brand’s sportswear. That is why a special attitude can be felt in the Adidas x 032c collection.
The main emphasis of the line has been placed on multi-functionality and durability. It included the renewed Salvation sneakers inspired by the archival model from the 1990s, as well as a backpack with metal loops and strong straps, which, according to the creators, can be taken both to a party and on a hike.
For Adidas, this is the second drop in the framework of collaboration with 032c: before that, we saw GSG9 hi-tops. You can buy those, as well as the other things from the collection, from today at Adidas brand stores and a few online stores. It’s hard to come up with a better time to buy an anthracite black bag than Friday the 13th!
The company was started by Adolf Dassler in his mother’s house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. Dassler assisted in the development of spiked running shoes (spikes) for multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned from a previous model of heavy metal spikes to utilizing canvas and rubber. Dassler persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the 1936 Summer Olympics. In 1949, following a breakdown in the relationship between the brothers, Adolf created Adidas, and Rudolf established Puma, which became Adidas’ business rival.
032c is a magazine and apparel brand. 032c workshop in Berlin is a production and research center, where they assess and contribute to contemporary culture. 032c findings are published digitally and as a collectible manual for freedom, research, and creativity, printed twice annually.
Founded in Berlin in 2000, 032c Magazine is edited by Joerg Koch and art directed by Mike Meiré. 032c Apparel creative direction is under Maria Koch. Joerg founded 032c in 2001. The magazine’s name comes from a Pantone code for red, and the first three issues all had solid-red covers. “It’s not how you would start a commercial magazine,” he says. But commercial success would come, partly because the magazine was perfectly timed and positioned for the new era that was just getting underway in fashion. “There was this new development of, like, Helmut Lang, Raf Simons, Hedi Slimane, and you could relate to it, whereas ten years before, I could not have related to fat Karl Lagerfeld. Fashion became this significant engine for visual culture.”
Helmut, Raf, and Hedi still loom large for 032c and have been featured prominently as both subjects and collaborators. Simultaneously, Raf and Hedi became cultural forces writ large. Not because of 032c, exactly, but the magazine recognized, celebrated, and tracked those figures early on—and it rose in influence with them. These associations gave the magazine heightened visibility and created a platform for others who shared its vision. “Fashion became this really dominant force,” Joerg says. Since then, we’ve seen how it has permeated everything from pop culture to politics.