By Alison Syrett Cleary
Jul 25, 2017 @ 4:00 pm
Courtesy of Adidas

From physical stores, to digital stores, to no stores at all? That’s the unconventional model Alexander Wang has chosen for the initial drop of his sophomore Adidas collaboration. Debuting exclusively in New York City on 7/29 at noon, the entire range will be available to buy via a text message chatbot—i.e. you can place an order with one hand while the other one goes to town on brunch. (Don’t worry out-of-towners: The full selection hits global retailers a week later, on 8/5.)

VIDEO: Alexander Wang Lists NYC Loft -- See Inside the Designer's Home!

The number to remember is 917-512-7715, but just in case you forget, Wang’s crew of cool kids are papering it across the streets of Manhattan with a guerrilla-style campaign. See one of them in action (before, in true AW spirit, hitting a wild late night rave) below in the teaser video, as directed by Ryan Staake, for the new collection. 

 

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