Nike's luxury sub-brand, Nike White Label, created several very unique product lines and pieces during it's history and still continues today. These product lines are the pinnacle that Nike offer, providing the ultimate in comfort and functionality alongside contemporary styling. Combining technical and luxury fabrics with premium construction techniques and craftsmanship with functionality for urban environments.
NIKE ELITE
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Paying tribute to the Windrunner Jacket by bringing it into the high end modern arena, yet staying true to it's identity as an innovator. We successfully integrated today's need for lightness and speed into the jacket by constructing it out of a feather weight fabric silk, the strongest natural fibre available, and added a touch of Nike technology -a PU coating - to the paper light 100% silk taffeta upped it's performance, giving the Windrunner a water resistant finish, a perfect mix of luxury and functionalism. The interior is finished with lightweight mesh and all the internal seams are finished with woven tape and reinforced double stitching for a super clean finish inside and out.
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CODE
CODE - Flow motion active wear, athletic apparel and style come together. Sport expertise. performance innovation and pure utility combined. Multi-functional, all weather, designed to see the varied demands of everyday city life, ergonomically mapped onto the body. Responsive, moving in any direction, ingenious with construction breakthroughs that blur the lines between front and back inside and outside. Numbered pieces in a limited edition, for the urban individual.
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CONSUMER - CODE was aimed directly toward a metropolitan consumer, who does not wish to be categorised, and to whom individuality and non- conformity is a way of life. He lives on the border, on the cutting edges of both society and style, and as such can not be placed in a box. He is and avid collector of special. limited and offbeat products. He appreciates, understands and demands the highest level design and quality, and will pay more for a unique product.
CONCEPT - Code was out liberated response to the confining nature of traditional performance clothing. By ignoring the conventional hierarchy of surface and form, and via the use of an interactive layering there is no longer a front, a back, on outside or indeed an inside. Code is truly integrated high performance 3 dimensional reaction to our shirt for free movement. INSPIRATION - Over the Millennia mankind has evolved to move, clothing has not...until now. By acknowledging that the role of clothing is simply to protect a body in motion, our minds, full of expectation have been freed. This has enabled us to redefine our response in form, to our need to move. |
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