The legendary Finnish sportswear brand Karhu and British contemporary clothing company Universal Works come together for a collaborative project, part of Universal Works’ ongoing Future Friendship series.
Source: KARHU X UNIVERSAL WORKS ”INVERSION ILLUSION”
adidas’ celebration of their relationship with BAPE delivered a Campus sneaker co-branded with the BAPE star logo on one side of the sneaker. Looking at the model from a certain angle, there wasn’t any way to distinguish between if the sneaker is an adidas or BAPE. Brand confusion is the last thing a brand wants when they are not capturing the same mind and audience share as they have in the past. While a small collection for adidas doesn’t damage the brand, for a brand like Karhu that isn’t sitting on the shelves of every sneaker retail outlet, it’s important to maintain brand integrity. This drop with Universal Works is named appropriately and is an aesthetically smart move towards partnership. Instead of completely giving an entire panel to a partner, the brands used a playful inversion of the Mestari M logo to represent the W in Universal Works. Check out the apparel below and use the source link to see this comfortable collection that features my favorite Karhu model the Trampas.
