Asics and Kiko Kostadinov are starting from scratch with a whole new brand

Asics and Kiko Kostadinov have proven to be a winning duo ever since their first collaboration back in 2017. These days, the two brands have confirmed the launch of a new clothing line, based on their aesthetics but questioning logomania, excess and luxury codes in the world of ultra-modern gorpcore. It is no coincidence that the Novalis line will debut its first collection this October during Paris Fashion Week, confirming the desire on the part of the Japanese brand and the Bulgarian-born British designer to place this new brand in a high-end context, rather than as a simple sportswear line.

Available in multi-brand shops such as Dover Street Market and The Broken Arm, the first collection will include nylon parkas, bomber jackets and water-repellent cargo trousers, and prices will range between $200 and $500. Each garment will be without logos or eye-catching details, missing the many zips and pockets that have made Kostadinov's sporty collaborations world famous. According to the designer's explanation to BoF, the clothes have been specially designed so that they will quickly fit into the wearer's wardrobe, as if they had always been a part of it. «It's very important to me that we don't just add to the current trend of technical menswear, as if guys are going around saying, 'Hey, I have more Arc'teryx stuff than you,'» Kostadinov explained. The new Novalis line already promises to be a success, thanks in part to the more than positive growth figures that Asics is experiencing - in 2022 alone, the brand's revenues increased by 30% over the previous year.