Mi Adidas: Craig Green for David Beckham
Hot on the heels of his RISE Menswear SS13 film for Dazed and London Collections: Men debut as part of the Fashion East Menswear Installations, Central Saint Martins alumnus Craig Green has designed a David Beckham-inspired Adidas sneaker in honour of the Olympics, as part of a customization project that includes creatives Nasir Mazhar, Michael Mayren, Fred Butler and NOKI. Although Green only made his design debut this February with his graduate show, his pieces are recognisable through their complex use of materials, technique and considered design. Context too is important, which is why, apart from referencing Beckham’s sportsmanship Green looks at his east London heritage, growing up mere miles from the London stadia. Dazed Digital spoke with the designer to find out more about the collaboration…
Dazed Digital: Are you excited for the Olympics?
Craig Green: There is something exciting about the Olympics being in London, it’s kind of special as it will probably never be here again in our lifetime.
DD: Can you describe your design?
Craig Green: It is a variation of the Adidas Feather 2 Olympic red shoe. The idea behind it was to celebrate Adidas, David Beckham. He is an east Londoner and truly is an ambassador for British sport with his involvement in 2012. It was also based on his Adidas predator shoe he used to wear at Man United and the material mix is a total reflection of old industrial east London meets the energy of the new east London we see and feel today. The shoe mixes metal elements, sandpaper, rubber cast shapes, nubuck leather and latex. These materials for me describe the regeneration of London during the Olympics.
DD: Your previous work has been weighted with depth and concept while also using smartly constructed silhouettes. How did you find working within the sportswear remit?
Craig Green: An amazing challenge although I have approached it in the same way. Working with these new Adidas shoes really pushed me to adapt my thinking but I am really pleased with the results.
DD: You seem to find time to work with a lot of other labels, like Christopher Shannon, who you created Spring/Summer 13 headpieces for. What do you enjoy about collaborating?
Craig Green: Collaborating is great. Getting the chance to work with new designers and brands I admire really keeps my work fresh and exciting. Everybody’s processes for working and creating are different so it is great to be part of something genuinely new and unique.