Reebok and designer Kerby Jean-Raymond of Pyer Moss are proud to announce the launch of Reebok by Pyer Moss – Collections 3. The concept of Sankofa is integral to Reebok by Pyer Moss – Collection 3. Sankofa is a Twi word from the Akan tribe in Ghana that translates to “Go back and get it” and is represented by a bird, artfully integrated into several key pieces in the collections, fetching an egg from its back. Sankofa symbolizes going back to the history of one’s past to take what is rightfully theirs – reclaiming your narrative – which is the underlying thesis of the “American, also” campaign: marginalized people going back and reclaiming what is rightfully theirs.
Reebok by Pyer Moss is also pleased to announce the new Reebok by Pyer Moss Experiment 4 “Fury Trail” sneaker, the latest style to join its footwear collection. The sneaker was designed as a sacred object split into three layers, each one representing all those who climb to success through the creation of something sacred in the face of adversity: The first section is the lower area of the shoe that extends from the trail bottom. The mudguard tells the story of the fight and rise of those who have been told they cannot extend past the boundaries that have been set for them. This area utilizes rubberized leather and hard protective TPU to shield the rest of the shoe. The second section consists of the heel, toe, lateral and medial sides, characterizing subtle excess, glamour, and the expression of success, made up of a luxurious knit with shiny gems and molded containment.
The third and final section is the emotion, represented by the contained area of the shoe that sits beneath its other two layers. It features deconstructed and soft materials for the inner tongue, the outer tongue, and the lining – all the parts that contact the wearer.
Since its inception in 2017, the Reebok by Pyer Moss collections have fused Reebok’s heritage aesthetic with Pyer Moss’ visionary take on contemporary styles. Working hand-in-hand with Reebok designers, the collections feature men’s, women’s and unisex sportswear products that reimagine athletic staples in a meaningful way, each with a unique story to tell.
The Reebok by Pyer Moss collection will only be available for purchase across 11th and 12th January, through a pop – up retail experience, exclusively at Olive Qutub.