Welcome to the Now.

Since the 80’s until today, the underground music and fashion scene was able to maintain its presence and relevancy within the youth culture. 

For the 30th birthday of ASICS legendary GEL-Lyte line, we developed a fashion photo series in the shape of a fanzine celebrating the underground club culture.

We partnered with influencers and models Patrick Mason, Salomé, Therese Nana-Yaa and Yosuke Kaneshiro to create the Skimpy 9.9 crew and follow them for a night out. The zine also includes some posters, patches and an editorial piece written by Daniel Jones.

Client
ASICSTIGER EMEA

Executive Creative Director: Leila El-Kayem
Art Director: Sarah Hegyesy, Etienne Vles
Photography: Allupinitt
Styling: Olive Duran

Date
July 2017