If there’s any question New York is the city with the most accessibility, exclusivity and immediacy, Alexander Wang would like to remind you: No other metropolis can compare, at least not when it comes to high-end athleisure on demand or 3 a.m. pizza slices, for example. You get what you want when you want it! The die-hard New Yorker is about to release his second collection with Adidas Originals, and it's basically designed to make you smug if you live in the city and feel left out if you don’t.
Welcome to the future of shopping: The only way to access the collection is through a text message chatbot. Text 917-512-7715 on July 29th at 12 p.m. to order your pick of Mad Max-inspired apparel and sneakers. (They even nabbed the definitive cell phone area code. Fully legit.) “The activation is just as important as the products because it really speaks to the narrative and the concept,” Wang explains. “If you see a wild posting, you could just text the number and order the item and get it essentially—in New York, where there’s so many cycling messengers—delivered right to your home.”
You can’t see the collection in full yet, but you can check out the teaser video here.
We can all identify with the need for speed, courtesy of a slick bicycle and the need to let loose at a warehouse rave once work is over, right? Either way, the concept works. A palette of searing neon hues is only logical: Safety first when speeding around town, and who wants to get lost in the underground party crowd! The same goes for balaclava beanies. Bike messengers were already kind of cool, but now it’s official.