NIKE ACG FEATURE - PART ONE
From the rubberneckin’ Revaderchi to the neoprene-bootie Mowabb and the hyper-aggressive Wildedge, the fusion of form and function has allowed ACG to create tasty new BBQ shapes that have added a new dimension to the conservative outdoor business. Add to that list the Wildwood, Escape, Air Moc, Aqua Sock, Vulgarian, Okwahn, Terra, Pocket Knife and the Zion amongst others and the sheer industrial bona fides of the shoes cannot be disputed. Along the way, there were boatloads of out-of-town brown shoes as well, but history has always favored the bold and the beautiful and most of the bland ones were forgotten years ago...
Then there’s apparel, which has generally been leading the charge for technical innovation, meaning everything from super-light spray jackets to the raciest cycling gear and no-sew down winter warmers. ACG’s impact in this area is probably best illustrated by Nike’s recent announcement that they are moving to an environmentally sustainable mode for ALL their products. This process actually began a few years ago with an ACG concept code-named Considered which dramatically reduced the use of adhesives and solvents in shoes, as well as aiming for a high recycled content. While it’s tempting to be cynical of multinationals catching ‘green fever’, Nike’s commitment to Considered seems to run deeper than the Colorado river, with every detail from manufacturing to transportation scrutinised for improvement. The proof will be in the pudding.
Sometimes you need to shine a little maglite into the nooks and crannies, because you never know what’s hiding down the back. ACG’s time in the spotlight is well overdue and I’m pleased to bring this exclusive report to our readers. It’ll give you an insight into the classics, the direction of the apparel and along the way we’ll share more than a few side-splittin’ stories that illustrate why it’s the most mischievous category at Nike. And to think it all started back in the late seventies when a bunch of dudes called Tinker, Monty and Mark used to get loose as a caboose in the great outdoors.
Woody
SNKR FRKR ED.
Check out our next feature: MATCHING YOUR KICKS AND CLOTHES!
