While ambulating through Wicker Park last Saturday, I came across a unique collaboration between these three brands:
- Nike, no explanation necessary.
- The World Cup; most people know what this is.
- And St. Alfreds, a streetwear store in Wicker Park in Chicago.
In brief, Nike and St. Alfreds collaborated on a bespoke boutique focusing on the upcoming FIFA World Cup.
The store has a few functions.
Firstly, it's a store. For sale are national team apparel from countrys participating in the tournament. Similar to the Michigan Ave. Niketown
Also, as you can see in the top left picture, one wall of the store features bleachers ala a high school gym. Once the games begin, the bleachers will unfold, and anyone wanting can plant themselves and enjoy soccer on the four hanging flat-screen monitors opposite the bleachers. Thanks, FIFA
Where does St.A's fit in you ask? Here's where it gets exciting. Each week, a different fashion designer will create a Team USA logo. Customers can purchase the custom designs on hoodys or screen print them onto t-shirts.
A supplemental video below:
Pretty awesome.
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