Equinox launches the “Commit to Something” campaign
Virgil Abloh, Shayne Oliver and others together for a series of unique products inspired by social, cultural and political commitment
Pills
January 3rd, 2018
January 3rd, 2018
"Today, more than ever, brands must do more in order to mean more and be more. Serving up an image is no longer enough. The concept of commitment is central and the stories we’re sharing […]feel especially important as a catalyst for inspiring others to accomplish their own goals."
Elizabeth Nolan, executive creative director of Equinox is much aware of it to the point to launch its brand collection and the campaign “Commit to Something” photographed by Steven Klein.
For this project, seven of the most provocative designers in the world such as Virgil Abloh, Shayne Oliver, Y/Project and Eckhaus Latta have created many unique products that will not be on sale, but from January 2 will be displayed in selected showcases of the Equinox club.
Each of these talents has been inspired by special people and stories with deep social, cultural and political significance.
Curious? Let’s see them in detail.
#1 The Scrubs Sweatsuit
Virgil Abloh has transformed the medical scrubs worn by oncologists who fight cancer at Memorial Sloan Kettering in a sweatsuit.
#2 The Real Camo Jacket
Glenn Martens has created a camouflage jacket combining pieces of the uniforms of four veterans of Heroes, a non-profit organization that helps wounded veterans to climb the seven highest peaks in the world.
#3 Stilewall Stilettos
Shayne Oliver has created a pair of leather stilettos with heels like daggers with parts taken from the benches of the Stonewall Inn, the bar of Greenwich Village, which symbolizes the commitment of the first activists who fight for LGBTQA rights.
#4 The Truth Lipstick
The Washington Post has collaborated on the creation of a lipstick of the newspaper’s ink color, that is black. Made from blank newspaper pages celebrates free press and journalistic integrity.
#5 The Shades of Humanity
Adam Selman has incorporated in some glasses some fragments of the camera lens of Ruddy Roye, the photographer famous for his shots that humanize the problem of race relations.
#6 Eau De Blood, Sweat & Tears
A personalized perfume with the current DNA of Kathrine Switzer, the first woman to run in 1967 the Boston Marathon, an example of commitment to equal rights for all athletes.
#7 The Law Suit
Mike Eckhaus and Zoe Latta designed a paper package made up of environmental lawyers James Thornton, founder of Client Earth, one of the most influential European non-profit organizations, specializing in legal disputes for the protection of the environment and health .
