Jordan Brand just unveiled their Modern Apparel Collection. This new collection of apparel represents Jumpman’s Flight Utility ethos, to form a modern expression of basketball culture. The apparel is centered around functionality, with materials and construction choices being based on need – highlighting intentional design and craftmanship.
“We’re looking to solve problems that lead us to a better place for the brand in the future,” says David Creech, VP of Design for Jordan Brand. “When I look at what we’ve done historically, we’ve always played a part in shifting the paradigm, stylistically, of what was happening in the moment.”
The Jumpman Modern Apparel Collection lets attitude and innovation lead, aiming to build sportswear icons of the future. The full collection includes:
- 23 Engineered – contemporary takes on heritage styles and capsule collections
- Remastered Sued Lux – reimagined Jordan silhouettes with a touch of luxury
- Rivals Collection – nostalgia collection celebrating MJ’s historic 1991 playoff run
The role of 23 Engineered is to be a leading concept in the formation of Jordan Brand’s apparel range, so the branding and color schemes are just as deliberate as the methods of construction. The aesthetic evolves from Jordan Brand’s traditional color schemes and graphic blockings, demanding immediate (and unapologetic) attention. “It’s purposeful that 23 Engineered expands beyond our bloodline color schemes,” explains Creech.
Function is of utmost importance. Materials and construction choices are based on need. For example, the focus may be on providing lightweight warmth in fall and winter, transitional layers in spring or breathability in summer. Each concern is reflected in a fresh perspective on how to make or articulate a garment. Ultimately, it’s about intentional design and craftsmanship.
The collections will be available in July.
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