Marcel Winatschek

Originals Series

adidas made a fanzine with ArtSchoolVets about street fashion and urban culture, pulling interviews with people who actually write about how people dress—David Fischer, that level of person. The format is what caught me: print and digital, collaborative instead of a top-down brand exercise. Most fashion companies treat street culture like unpaid R&D. This reads like someone at adidas figured out that you’re better off stepping back and making space than trying to own it. Whether the actual magazine is any good, I have no idea, but the move itself isn’t bad.