Having taken over Los Angeles in 2022 and once again earlier this year, selling a range of fleece hoodies and crewnecks inspired by the city’s sports culture, Nike has now announced the return of its Re-Creation Program. Now, the initiative is set to arrive in major European cities, starting with London and Paris.
The program is all about sourcing vintage clothing and upcycling them into fresh garments that combine Nike’s competitive origins with the DNA of each designer. For this edition, the focus will be on the future of athletes in sports, for which Nike has teamed up with London-based design project Greater Goods and Parisian designer Sarah Moh for exclusive collaborations.
We can expect vintage clothing to be transformed into innovative garments that are perfect for city athletes. The collection will feature dated Nike crewnecks and hoodies that have been refurbished with frayed checkered designs, as well as black T-shirts that have been cut to reveal vibrant layers underneath. Additionally, nylon outerwear and bottoms have been given color-blocked outlines and paired with utilitarian accessories for a stylish, functional look.
The project will debut at NikeTown London later this month, followed by Paris holding its own debut this summer. The Nike Re-Creation program is part of Nike’s efforts to promote a circular economy and builds upon previous initiatives such as Nike Grind (which began in 1992), Nike Refurbished, and Nike Recycling & Donation.
In other upcycling news, Coach looks to a circular future with its new coachtopia sub-brand.