ASICS Links With Fujitaka for Towel-Laden GEL-NYC

ASICS GEL-NYC silhouette has seen several iterations from the brand’s mainline creations to its lineup of collaborations with entities like Bodega, Cecilie Bahnsen, Awake NY and more. With collaborations, it is commonplace, almost expected, to see the partnered entities be clothing or shoe brands. But now the Japanese sporting goods brand has turned to an unlikely partner, Fujitaka, for the new iteration of its GEL-NYC silhouette.

Since 1919, Fujitaka has been one of the prominent luxury towel manufacturers in Japan and is based in the country’s Shikoku island. So by collaborating with ASICS, the company brings its towel-affinity to the realm of sports footwear. The new GEL-NYC iteration arrives in calm, yet classic shades of “French Blue” and “Grand Shark” – cascading across the entire upper.

But what stands out about the shoe is its environmentally equitable constructions that use leftover thread and surplus luxury towels. Comprising the shoelaces and embroidered detailing is the leftover thread. The surpluses towel segments extend to the eyelets, back tag and additional details on the upper. Finishing off the shoe is the signature GEL cushioning, midsole and sole, which see shades of midnight blue and off-white.

The ASICS x Fujitaka GEL-NYC collaboration is set to release on Friday, October 6 in Japan. The shoes are set to be released globally online after the initial drop.

In other news, take a detailed look at the Air Jordan 1 Low OG “Year of the Dragon.”