This fall, the best of British street art clashes with the world of Swiss luxury sportswear in the latest limited edition collaboration between Bally and acclaimed artist Shok-1, brought together by Swizz Beatz, the Grammy-award winning music producer and global entrepreneur. The wearable-art collection launches with a street-wear style drop kicking off on October 10th followed by exclusive distribution in Bally stores worldwide, bally.com and select wholesale partners until November 30th, 2018 or while supplies last. A dynamic launch that resonates with today’s experience and culturallydriven consumer in search of unique style and high-in demand products.
Shok-1’s disruptive and compelling unisex collection debuts globally in the home of cutting edge sportswear-Tokyo, Japan with a series of electrifying events: the Shibuya area will play host to Shok-1’s first ever large scale mural in Japan, while the top floor of Bally’s Ginza flagship will be transformed into a pop-up gallery space, featuring selected works by Shok-1 and open to the public for the following 4 weeks. All celebrated with a large scale private party attended by VIP and celebrities underlining Shok-1’s vision for creating a collection that speaks to the “longstanding tradition of subcultures co-opting brands that weren’t meant for them.”
From its launch pad in the Far East, the collection, featuring Shok-1’s signature X-Ray aesthetic, will roll-out worldwide allowing lovers of niche street style to snap up accessories, ready to wear and footwear including explosive new limited editions of Bally’s iconic Galaxy running-shoe and Hercules hi-top sneaker.
A founding member of the street art movement and a scientist in his own right, Shok-1 chose three key icons from his back catalogue for this collaboration – X-Ray paintings of a hand gesture, a fly and ‘The Consumer’ – symbolising the subcultures from his youth. These motifs relate to Bally’s roots in hip hop culture when artists like Slick Rick, Doug E Fresh and a young Kasseem Dean a.k.a. Swizz Beatz became devoted fans of the Swiss brand.
A follower of Shok-1’s work, Swizz Beatz immediately saw the potential for a collaboration. “Our focus for this capsule was exploring the art of X Ray and Shok-1 is a master artist and a legend at his craft.” Part of the ‘Bally Collective, curated by Swizz Beatz’, this exciting collaboration continues the brand’s commitment to creating a platform and a voice for artistic license across emerging and established talent.
The collaboration will also launch Bally’s first WeChat mini-programme strengthening the brand’s Chinese e-commerce presence and enabling the Chinese customer to navigate a fully customised shopping experience via mobile.