adidas Originals’ SoHo, New York store has unveiled a new art exhibit by none other than Gary Lockwood, better known as Freehand Profit. Freehand Profit is the one responsible for the current craze of custom-made masks, assembled from deconstructed sneakers.
“You can call what I do Hip-Hop steampunk, or Hip-Hop cosplay. Whatever the spin, Hip-Hop is at the heart of it,“ offers Freehand Profit. “I think of chopping up sneakers the way a DJ or producer samples a record, taking an existing art form and scratching, cutting and remixing until you have an entirely new art form.”
Freehand recently joined with adidas as a part of their “Original is Never Finished” campaign, in which many of his masks were worn by streetwear influencers, featured prominently across numerous platforms, including film.
For the new SoHo installation, seven Freehand Profit masks are showcased, crafted from reconfigured pairs of adi favorites such as the NMD and EQT. The exhibit (115 Spring Street between Mercer and Greene Streets) is currently open to the public through March 21.