Rita Ora’s Originals

adidas just put out a magazine dedicated to people who don’t conform. The whole thing’s structured around individuals who found their own aesthetic and stopped caring what everyone else thought—not performing it, just genuinely indifferent. Rita Ora’s got a collaboration in it, a full line with her name on it. She’s the kind of person who understands color and space, so it reads as a real thing, not a celebrity cash grab.

The magazine’s built on a simple premise: the best style is the kind that doesn’t try. Good photography. People worth knowing. Cata Pirata. The Dandy Diary crew. Everyone else who made their own thing because fitting in was never in the cards.

I’ve always gravitated to adidas because they get this at the design level. Their stuff doesn’t announce itself. You wear it because it works, because it looks right, because whoever made it cared about the fundamentals. No performance. Just the thing itself. That’s always been more interesting to me than whatever trend cycle everyone’s locked into.