Reebok LTD is making a womenswear push with the launch of the DMX Ruffle sneakers.
-verse, but Reebook wants to prove it can provide new swagger and shed new light on the brand’s DNA and values., the upscale line designed and operated globally by Milan-based NGG++ , a division of Farfetch-owned New Guards Group, is dropping the first womenswear collection curated by Ada Kokosar , the fashion consultant who joined NGG++ as head of womenswear design atcame on the heels of the latter’s acquisition by Authentic Brands Group from Adidas in 2021, a deal pegged at 2.1 billion euros.
NGG++’s two-pronged approach — on the main line as its European distributor and LTD as its global developer — is aimed at building a more directional offering for Reebok. It also aims at fueling the underdeveloped apparel category at Reebok, which the NGG++ executive contends has particular viability in the womenswear space.
“Overall, I wanted to conceive this collection as an open wardrobe.…So my contribution to it and the overall vision of Reebok was to merge together design and styling,” Kokosar said. Previous LTD drops included tie-ups with Noir Kei Ninomiya, Botter and Hed Mayner, as well as retooled classics, including the Reebok Club C LTD, Classic Leather LTD and Premier Road Modern sneakers, in addition to a collaboration with retailer Machine-A, among others.
Reebok LTD Womenswear Collection NGG++ Ada Kokosar
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