The second Every Stitch Considered Collection is out now.
Source: nike every stitch considered apparel collection
The latest iteration of this exploratory design proposition is Every Stitch Considered, a timeless lifestyle collection combining exceptional craftsmanship with data-informed fit and function.
“Innovation arrives when you become so familiar with a process that you allow yourself the opportunity to reinvent it. With that in mind, Nike Design Exploration asks us to push the boundaries of the familiar, exploring new territories of creativity and expertise,” says Kurt Parker, Nike VP of Apparel Design. “Every Stitch Considered is ultimately a sportswear-inspired lifestyle collection, but our unique understanding of the body in motion, based in decades of scientific study, paired with dedicated old-world Italian craftsmanship, sets these garments apart as distinct, timeless articles.”
This is clearly not a collection intended for FootLocker or youth culture. The intentional play on NPR/APR’s “All Things Considered” whether intentional or not, sits directly in an area occupied by a demographic that Nike doesn’t really target very well unless they are partnering with a fashion designer like Ambush, Acronym or even Nike’s latest collaborative effort with Drake, Nocta. A certain consumer is familiar with the play on words of all things considered. That consumer is upwardly mobile, educated and prepared to exit the pandemic with cash to burn. That consumer doesn’t chase the latest hyped release, they like quiet status easily identifiable by their peers and admired by their peers.
Nike has always generated pieces within ACG that have crossed over into streetwear, but any element of apparel that was fashion centered generally derived from a collaborative effort. As Nike begins to shift into a company that will, by my production shift into small format boutiques, which cater to the lifestyle of the modern professional who will most definitely look to return to work environments while also work from home, the Swoosh isn’t emphasizing the overbranding of Abloh. It took what it learned from Fear of God and meshed it with a deep well of design delivered to it by a roster of collaborators over the years.
In a sense, Nike is pulling an Amazon and creating a standalone product option that is both aspirational and performs in the same lane as a brand like Outlier. It’s a compelling discussion and really something to consider.