Aveda bring functional cool to New York’s talked about collaboration in Public School NYC and Air Jordan.
Public School NYC, the New York-centric label that has grown in leaps and bounds courtesy of an ultra-cool urban appeal as understated as it is unique. In the era of ‘collaborate to dominate’ it comes as no surprise that brands pedalling a strategy to elevate in the presence of influencers are lining up at PSNYC HQ to buddy-up and buy into the brand’s cult following. Enter the Public School X Air Jordan sensation – a street-style pairing that has had sneaker freakers gagging for a piece of the limited edition pie since 2014.
The pairing officially launched into market recently with a typically-epic affair at the Terminal 23 event space in Manhattan, and who better to come on board for understated-cool in the hair department than our friends at Aveda.
Aveda‘s Global Artistic Director for Hair Styling, Allen Ruiz, created a strong, cinched ponytail for sports-luxe ladies, representing the cool, streamline dynamism synonymous with each brand.
“This special collaboration was all about blending performance and fashion,” said Ruiz. “Designers Dao-Yi Chow and Maxwell Osborne had an army of model-athletes work up an intense sweat in a synchronized basketball drill performance so the hair had to be up and away from the face while still looking strong and polished. For a little touch of softness, we used Aveda’s Dry Remedy Moisturizing Oil all over the hair right before show time.”
For the lads it was a styled mini, matte faux hawk for the model-athletes and performance artists.
“Our all-star product for this event was Aveda’s Men Pure-Formance Grooming Clay, which let us mould and add shape to the athlete’s hair without adding a lot of shine,” said Ruiz. “The monochrome grey and black palette of colours that designers Dao-Yi Chow and Maxwell Osborne used in this special capsule collection had to be complemented by a matte, high performance hair style.”
All eyes are on the all-grey take on the Jordan XII – a dystopian version of the classic and the edition worn by Jordan when he hit an epic game-winning shot against Karl Malone and Utah Jazz during the 1997 finals. Ahh the Nineties, what a time to be alive.
For more information visit aveda.com.au
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