Simone Rocha x Crocs in London Fashion Week hat trick

Irish-Hongkonger designer Simone Rocha takes the crown as one of London Fashion Week’s buzziest, new-era names. It’s no shock that her Crocs partnership is continuing for a third season, with the bedazzled footwear embodying just how mainstream signatures can act as the ultimate blank slate for designers. China’s Casetify competitor Pitaka is also in the spotlight this week, dropping a phone case capsule with cult streetwear brand Aries and its recently named offshoot, No Problemo. Also in streetwear news, Chinese experimental footwear brand Empty Behavior launched an exclusive Asics collection, demonstrating how Western brands can tap into Chinese young subcultures through strategic partnerships. Subscribe here to receive these updates in your inbox every Tuesday. Simone Rocha x Crocs Details: Third collection, Spring 2025 Social context: On Xiaohongshu, #SimoneRocha has 179,000 views, while #Crocs has 693 million. Verdict: Though Crocs has a much larger following than independent designer Simone Rocha, the brand is finding success working with fashion-forward talent to tap new creativity, and connect with various pockets of consumers. Long-term footwear partnerships are a common formula for brands, from Wales Bonner x Adidas, to Simone Rocha x Crocs. It builds consumer loyalty, as well as supports popular designers, like Simone Rocha, who has almost one million followers on Instagram. Crocs is a great case study in collaboration, whether it is with Balenciaga, Simone Rocha, or McDonald’s. The brand maintains relevancy in many arenas, becoming a platform for creativity, and ensuring its tongue-in-cheek brand showcases versatility across consumer demographics. Aries x No Problemo x Pitaka Details: Phone case collection, September 12 Social context: On Xiaohongshu, #Pitaka has 5.3 million reads, while #aries has 1 million. Verdict: Merging technology with luxury streetwear, these high-performance phone cases sit at the intersection of functionality and fashion. The innovative design showcases Pitaka’s Lumintex technology combining luminous yarn with durable aramid fibers, to create a glow-in-the-dark effect. The phone cases blend sleek aesthetics with durability, showcasing Pitaka’s cutting-edge fusion weaving technology. The process crafts intricate patterns while maintaining the strength of aramid fibers, which are five times stronger than steel. By partnering with Aries, Pitaka has catapulted its tech accessories into the high-end streetwear arena, tapping into a broader, fashion-forward audience. With acclaimed photographer Lea Colombo’s vibrant campaign, the collaboration enhances brand visibility, emphasizing creativity and the bold fusion of luxury fashion and tech. Empty Behavior x Asics Social context: On Xiaohongshu, #EmptyBehavior has 1.7 million views, while #asics has 96.5 million. Verdict: Asics collaboration with Empty Behavior reimagines its Gel-Nimbus 10.1, elevating it from a high-performance running shoe into a piece of wearable art. The redesign prioritizes aesthetic experimentation, particularly through its use of liquid silver, with the result more statement piece than functional sneaker. Only 50 pairs are available, making this release both a fashion statement and a collector’s item. The rarity aligns with the growing trend of sneakers as luxury goods, where limited availability enhances value and appeal for collectors. Part of their broader efforts to blur boundaries, Asics’ partnerships with experimental names such as Empty Behavior and last summer's Airei are positioning the brand at the intersection of fashion, art, and sportswear, while challenging the traditional role of sneakers.

Simone Rocha x Crocs in London Fashion Week hat trick

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Published September 17, 2024

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Simone Rocha x Crocs in London Fashion Week hat trick