NIKE ACG

(AVAILABLE NOW, EU ONLY)

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Behind the Drop

How Nike ACG Holiday 2020 Took the Brand Back to Its Roots

Nike ACG’s Holiday ’20 collection (available exclusively on the HS Shop) is the closest the Swoosh subdivision has been to nature in a long, long time.

Since its formation in 1989, Nike ACG has gone in several different directions, most notably a hyper futuristic aesthetic under the stewardship of ACRONYM’s Errolson Hugh. This collection, though, is the latest since ACG made a concerted effort to go back to its outdoors-loving roots, which is reflected in the patterns, cuts, and tongue-in-cheek graphics.

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Nike ACG Was & Still Is One of the Swoosh’s Most Cutting-Edge Lines

For all their athletic connotations, sneakers are an indoorsy product. Think of the squeak of an outsole on hardwood flooring or those pairs of mint-condition kicks left on ice in humidity- and temperature-controlled safes. As Spike Lee taught us, scuffs, creases, and cracks are the bane of every sneakerhead’s life.
But Nike ACG (All Conditions Gear) is meant to be worn, conditions be damned.

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Lookbook

Highsnobiety / Conrad Bauer
Highsnobiety / Conrad Bauer
Highsnobiety / Conrad Bauer
Highsnobiety / Conrad Bauer
Highsnobiety / Conrad Bauer
Highsnobiety / Conrad Bauer
Highsnobiety / Conrad Bauer

Credits


Photographer: Conrad Bauer
Photographer Assistant: Moritz Bastian
Styling: Alex McFaddyen
Model: Lars Goedeke, Georgette Tripes, Arnolds Joergensen, Rosaly Johannah
HMU: Susanna Jonas
Producer: Marino Coates-Chitty
Creative Director: Herbert Hofmann
Account Director: Bartosz Orlowski

 

Senior Visual Editor