The formula of bringing an outside collaborator to help bring energy and attention to brand-new silhouettes is nothing new in the footwear world. We see virtually every brand employ this tactic, and Nike is about to run this play with the upcoming AVA Rover silhouette. First up for the sneaker? A collaboration with Korean fashion designer Hyein Seo and her eponymous brand.
HYEIN SEO History
The HYEIN SEO label was founded in 2014 after Hyein graduated from the Royal Academy of Fine Arts in Antwerp, Belgium. The label and designer have gained global recognition thanks to celebrity and critical acclaim. For the brand’s first Nike project, they’ve been tasked with taking over the upcoming AVA Rover sneaker, a lifestyle runner with a futuristic design language and digitally inspired details.
HYEIN SEO x Nike AVA Rover Design Details
Seo applies a black, sequoia, and cargo khaki color palette to the sneaker, adding the hues to the synthetic overlays. On the midfoot, we see a split design: The top half of the upper has a textile finish, and the bottom is constructed out of pixelated rubber. Things remain simple throughout, as the paneling is reinforced through 3D embroidery and stitching details lining the lacing setup. Here, the tongue features perforations for breathability.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com
