HBX, Hypebeast’s online e-commerce destination, officially announces its first shoe collaboration, teaming up with Japanese brand ASICS to launch the ASICS x HBX GEL-KAYANOTM 5 OG collection, exclusively dropped on 24th May 2019 in Hong Kong’s brick-and-mortar store.
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In the re-release of the iconic GEL-KAYANOTM 5 OG silhouette, it has referenced the inspirations for the 90’s era to pay tribute to the original 1999 release date.
The colorway of the shoe harps back to the year of transition to a more computerized world with the launch of Web 1.0 (Internet Explorer 5), original social networking sites, and heated discussions on dystopian sci-fi fantasy movies from the late nineties to early Y2K.
The ASICS x HBX GEL-KAYANOTM 5 OG model launched with a series of campaigns that referenced 90’s nostalgia to the millennial demographic. The microsite with Web 1.0 experience reminds players of some fun childhood moments, and chances of winning limited giveaways.
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The excitement from the online experience was then transcended to the HBX retail store, where an in-store was held at SHOP B30,
The shoes will be available globally from today.