Thom Browne's Sneaker Collaboration with Asics Makes its UK Debut at Selfridges' Corner Shop
'The Corner Shop' at Selfridges is transformed into an immersive 'office fantasia' for the launch of Thom Browne's debut sneaker collaboration with Asics.
The highly anticipated collaboration between Thom Browne and Asics has finally arrived in the UK, with a pop-up takeover at Selfridges' flagship store on Oxford Street. The launch marks a significant moment for the designer, as it is the first time he has released an athletic sneaker and a first-of-its-kind collaboration for the brand. The new collection features Browne's unique take on the Asics Sportstyle Gel-Kayano 14 sneaker in three distinct colorways.
The Corner Shop at Selfridges was reimagined as an immersive 'office fantasia' for the launch. Along the Oxford Street windows, the Gel-Kayano 14 sneakers sit atop paper sculptures inspired by Browne's iconic four-bar motif. Inside, the space is framed by white blinds and steel office elements, evoking a surreal midcentury American bank, the same setting seen across the brand's own retail network. At the entrance, an oversized water cooler anchors the theme, nodding to the brand's playful tribute to office life and the phrase 'meeting at the water cooler'.
According to the New York-based fashion company, the shoe draws on Browne's lifelong love of sports and his mastery of tailored sportswear. This can be seen in the lace catcher, which is colored with red, white, and blue grosgrain for the white and black versions, and tonal grosgrain on gray, a nod to the medals Browne won as a varsity swimmer and long-distance runner. Two sets of laces - one metal-tipped with red, white, and blue finishing, and one two-toned to recall the sneaker's sports heritage - build upon Browne's signature bespoke touches.
The sneaker's upper design features real suede on gray and black colorways and smooth leather on white, offering a more sophisticated contrast to the Gel-Kayano 14 model's performance-driven origins. Selfridges will serve as the exclusive launch partner for the white edition.
'But here's where it gets controversial... The collaboration between Thom Browne and Asics challenges the traditional boundaries of athletic footwear, offering a more sophisticated and tailored take on the classic Gel-Kayano 14 model.'
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