Driven by a shared commitment to pushing the boundaries of design and creativity, Al-Futtaim Lexus today announced that luxury automaker Lexus and designer Salehe Bembury have launched a collection featuring an assortment of collaborative apparel printed on Champion silhouettes.
Lexus’ future-oriented mobility innovation and Bembury’s nature-inspired design philosophy come together for this capsule that challenges the status quo in the automotive space. To celebrate the next generation of Lexus and its commitment to electrification, the collaboration brings together two distinct, yet synergistic design approaches that come to life on the blank canvas of Champion’s most popular Reverse Weave styles.
This collaboration was a new kind of challenge for me. It’s both empowering and rewarding to explore design outside of shoes and it allowed me to think outside of my usual field of design, Bembury said.
For this partnership, Bembury addressed Lexus’ push to electrify its vehicle lineup through its own lens, while bringing in graphic elements derived from the global partnership and the Lexus NX vehicle. The 2022 Lexus NX, which was designed and built with the future of luxury in mind, served as the point of inspiration. The all-new vehicle ushers in a new era of electrification, intuitive technology, performance and design.
The Lexus x Salehe Bembury collection includes three unisex items: a hoodie, a t-shirt and a hat. The designs themselves were created by fusing recognizable elements of Bembury’s work, such as his logo and fingerprint, with graphic elements derived from the Lexus brand and his NX vehicle. Emblematic of a new and avant-garde approach, the collaboration reinvents the iconic Lexus logo, distilling Lexus’ human-centered design into an apparel collection.
Arcade shapes on the front and back were used to tie the design elements together, symbolizing a path to the future. The graphic accents on the rear frame the word “electrified” and were based on the taillights of the Lexus NX.
Lexus and Bembury identified Champion Reverse Weave as the best sartorial silhouette for storytelling and took a deliberate approach with details that would amplify the collection’s narrative. For example, the incorporation of reflective ink represents the idea of ââelectrification and is used on both the T-shirt and the hoodie. The fabric is dyed dark gray through a custom oil washing process, giving Champion garments a unique look. Colors are taken from Lexus NX exterior options and the incorporation of a hand-finished English and Japanese wash label at the front hem connects all brands working on the project. The focal point of the unstructured baseball cap is Salehe’s fingerprint logo wrapped around the brim. Plus, embroidered Salehe, Lexus and Champion logos complete the piece, which is adjustable using a metal strap and buckle.
âThis collaboration merges different design disciplines to create a modern collection steeped in heritage for fans of all three brands,â said Jon Ram, global president of Champion Athleticwear. “As a brand that continually pushes the boundaries of creativity, Champion is excited to work with Bembury and Lexus to elevate the conversation around design, fashion and technology.”
Unisex clothing is available in sizes S-XL and ranges between $ 50 and $ 150. The collection will be available for purchase exclusively on HBX.com on August 16.
Saad Abdullah, Managing Director of Marketing at Al-Futtaim Lexus, said: âWith our intrinsic customer-centric approach and our philosophy of always putting the customer first, Al-Futtaim is committed to continuously diversifying our offering. to be able to keep our promise of enriching the lives of our customers every day, this collection is proof of that. Design has always been a key pillar of the Lexus brand and we believe that design creates a feeling of enriched happiness for all, so we are delighted to see the results of this partnership. We believe this collaboration embodies our increased focus on electrification, as well as the luxurious styling for which Lexus is known. “
The project is an ongoing partnership between Lexus and Bembury, who designed an interior rendering of the LZ-F Electrified concept as part of the Virtual Interiors program in April 2021.
A subsidiary of the Al-Futtaim automotive group, Al-Futtaim Lexus benefits from a strong network of showrooms and service centers across the United Arab Emirates. Al-Futtaim Automotive is one of the five divisions of the Al-Futtaim Group that provides quality products and services that enrich the lives and aspirations of people every day.