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Acronym's Errolson Hugh and John Mayer sit bottomward to allocution Nike, architecture philosophy, and their new Nike VaporMax ad campaign.
From alfresco the advanced entrance, Nike's amplitude in Marina Del Rey, Los Angeles looks like a all-encompassing appointment architecture in a all-encompassing appointment park—the affectionate of abode breadth you ability go to accommodated your accountant or dentist. Inside, the absolute appointment amplitude looks like a minimalist tech start-up breadth a few dozen advisers work. It's not until you get to the aback backyard that it feels absolutely Nike. There's a baby alfresco track, a conditioning ability with a altogether manicured lawn, and an alfresco basement breadth belted by plants that looks like the balustrade of an flush hotel. (The amplitude currently serves as a world-class training ability as able-bodied as a abode breadth Nike-sponsored athletes and entertainers can adapt product, admitting it's currently in the action of converting to article added consumer-facing.)
I'm actuality to allocution to Errolson Hugh, whose cast Acronym has been arch the way on fashionable techwear aback 1994. (Hugh additionally is the artist of Nike's ACG line.) Aback 2015, Acronym has collaborated with Nike on several of its archetypal silhouettes, like the Air Force 1 and Air Presto. Acronym's latest Nike accord is a bold, clear booty on the laceless VaporMax 2 Moc, but Hugh isn't the alone one actuality announcement the kicks—he's abutting by John Mayer, the artist and adorable menswear able who additionally happens to be one of Acronym's bigger clients. (Later, at a Nike-sponsored event, he wears an Acronym varsity anorak from 2009, adage he cast acid pieces that "were adamantine to get continued ago.")
Mayer isn't aloof actuality for support—this anniversary he went from aloof a Nike and Acronym fan to demography allotment in the business for the sneakers, starring in both a lookbook and abbreviate film. But this isn't the aboriginal time he's has biconcave his toe into Nike waters: aftermost year, Mayer awash his own custom Air Max 90 sneakers at Flight Club—a NIKEiD job he alleged the "Spirit Akin 90s"— and in the action baffled the abstraction of an official accord at all. But in 2018, Mayer explains, he's attractive to legitimize his abode in the menswear world: he cares acutely about fashion, and doesn't appetite his absorption to be a quiet comment in the way bodies accept him. Which is breadth Errolson Hugh, and his impossible-to-question bona fides in the field, comes in. Today, Hugh's jackets are the kinds of pieces you can acquisition on Grailed activity for alike added than they retail for (which is a lot). The two accept been accompany for over a decade, and now they're axis that accord into article a little added official.
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So while on the apparent seeing these two in a Nike bartering seems like a surprise, for those who've been advantageous attention, it's the acme of article that's been a continued time coming. We batten to Mayer and Hugh about their new Nike collaboration, architecture philosophy, and abundant more.
GQ: What was your aboriginal anticipation aback you saw the VaporMax?
Errolson Hugh: I aloof anticipation it was absolutely futuristic. I admired that annihilation about it referenced the past. It's a authentic achievement idea. It's aloof the Air bubble. And the Flyknit is the best accompaniment of the art affair you can do.
How did you acreage on this chevron arrangement on the upper?
Hugh: Well, we agilely absitively to go a altered avenue afresh we had been activity with added Nike shoes. The capital acumen for that is that the [VaporMax Moc] works accomplished as it is. You can aloof blooper it on. There's no acumen to add to it, with like zippers or buckles. For us, if you're aloof abacus things for the look, it's aloof ornamentation. So we had to acquisition a altered way to adapt the shoe. Aback we get a adventitious to do something, we try to advance it as far as we can.
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John Mayer: I accept a crabbed question. Aback you see [fan-made] apish ups of things you ability do that accept zippers all over them, does that advance you to not do them? Are you afflicted by what bodies anticipate they're activity to get, already you see it?
Hugh: Probably, yeah. For us, these shoes are affectionate of about three years old. We did these a continued time ago. So aloof artlessly we're additionally in a altered abode than the bazaar at the time. What happened with the aboriginal shoe we did, the Lunar Force, it kicked off this DIY affair at the customer level. Kids were acid their shoes accessible and abacus their own zippers. And some of the ones we saw were amazing. There's no acumen for us to do a attachment on the VaporMax because there's apparently a Chinese kid in his basement who's activity to do one bigger than we could do.
Mayer: There's a new arc that happens aback addition sees article they don't expect. We alarm it "hate" on the internet because we don't accept addition chat for it. I saw this with the guitar I aloof put out. But they're not antisocial on it. They're aloof reacting to the actuality that they don't accept a point of advertence for it.
Hugh: That's a actual effective way of attractive it.
Mayer: I anticipate it's aloof people's way of affecting it aback they can't blow it. Bodies are aloof ripping into it. It's a anatomy of interaction. But it's added puzzlement. Antisocial on a shoe that you aloof saw 30 abnormal ago is affidavit of your assay of it. It's about accessible that if you see article cast new, you're not activity to accept it. But you see the action in absolute time. At aboriginal they go "yuck!" And afresh four canicule afterwards they say, "It's growing on me." Four canicule afterwards that, they see it on Errolson and go, "I accept to accept it."
GQ: What's better, in your opinion? Demography the avenue you aloof declared to admiring something, or to adulation it appropriate away?
Mayer: If addition says, "Wow, that's amazing" appropriate away, afresh I don't anticipate you've done annihilation to move their point of advertence forward. I told Errolson it took me four account with these shoes. It took me four account to go from "Yuck!" to admiring them. And that's what I like. I like that his eyes exists alfresco of my vision. That's why we attending up to bodies who abide alfresco of our realm.
What did Errolson say aback you told him that?
Mayer: He said, "Only four minutes?" [Laughs]
Hugh: I'll accept to about-face it up added abutting time.
John, do you bethink the aboriginal Acronym allotment you bought? What initially drew you to the brand?
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Mayer: It charge accept been at [now-closed Berlin store] The Glade. It charge accept been 2005. I anticipate I was aloof accepted about the internet and apparent The Glade. I anticipate the aboriginal anorak I bought was a cashmere GT. It was unbelievable. I anticipation it was so candidly abstruse and it was appropriate above clothing. I absorb best of my time in Los Angeles, and I accept Gore-Tex jackets. I'm acquisitive for rain aloof so I don't attending crazy. I admired that you didn't abrasion it like a jacket—you're application it. Afresh afterwards I met Errolson in [London], and became allotment of a cool abstruse sub-net group. We got to see what the new seasons were activity to be.
Hugh: Aback then, it was only, like, 50 people.
Mayer: I'd get this cool artful articulation with a countersign and we'd get to see the new pieces. It was consistently this abundant Christmas morning vibe breadth I'd be like, "Okay, let's see what he has in mind." I looked advanced to actuality challenged, and I still do.
At the time, you were basically affairs one of everything, right? It was Christmas morning, but one breadth you had, like, 50 new jackets.
Mayer: That is correct. I don't apperceive why I do it. But the adventure is not over. Aback I was aboriginal affairs the actuality bodies anticipation I was a crazy hoarder. And now bodies are starting to accept that there's a re-sale market, but additionally they appetite to apperceive more. Aggregate before, like, 2011 is not cataloged on Instagram. There are Acronym pieces that no one knows exist. No one knows about the Acronym inflatable vest. Bodies don't apperceive about the varsity jacket. There's a covering GT blazer. It's insane.
Are you bedlam at the actuality that you fabricated a covering blazer?
Hugh: No, I'm bedlam at the actuality that John has all of these pieces.
Who do you anticipate has added Acronym in their closet amid the two of you?
Mayer: Oh, you're aloof activity for the soundbite. You're aloof activity for the pullquote. [Laughs.] There's no way he can accept added than me. I'm the consumer. He sends them out to people. I'm like the crazy guy who hangs out at the abundance and helps customers. Well, he doesn't absolutely assignment here, but we like accepting him around.
Hugh: John was acid Acronym aback aback if you saw addition acid Acronym you would airing up to addition and be, like, "Do you apperceive Errolson?" That's how continued ago it was. Alone our accompany who we had physically met absolutely had Acronym.
Mayer: If you saw addition abroad who was acid Acronym, you'd aberration out. Robin Williams, blow his soul, would be acid Acronym and Bape and you'd be like, "Oh my god!" Now it's not that abolitionist to see an absurd atramentous Gore-Tex jacket, but aback afresh Errolson was about buried in this lore. Addition already told me that Errolson was walking about Berlin with a samurai sword.
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Hugh: No...definitely wasn't me. It was addition guy...
Mayer: Whether he was or not, that's why I assurance him to abash me with new designs. So aback I column a account of the VaporMaxes, I apprehend there to be bodies activity "yuck." That's how you apperceive you're cavernous on the edge.
It's about bigger to accomplish bodies accept sides.
Mayer: That's right. I like blind in the polarizing world...He fabricated red turtlenecks once. [Laughs.] Bright red. Aloof capital to say that.
How did you acreage on this Western, about Quentin Tarantino vibe for the abbreviate film?
Hugh: It affectionate of started with me accepting sunburned in Toyko. My adherent had a shoot with this affectionate of abject lingerie cast in Toyko, and she took the cowboy hat from the set, and it was the alone hat that fit my big ass head. But everywhere I went, bodies asked me about the hat. So Johanna [from Nike] saw me, and afresh they came to me with this idea. And about that aforementioned time, [John] you had been talking [to Nike], too.
Mayer: Yeah, I array of looked at 2018 as the year aback I capital this to stop actuality a footnote. So I accomplished out to Fraser [Cooke, Nike's all-around artefact director], and he said "Well, absolutely we accept article for you." A brace canicule afterwards I got the accouter and went, Man, got it. Ok. It was absolute time.
Did you adore the acquaintance of alive on a Nike commercial, aloof as a fan of the brand?
Mayer: I'll acquaint you why I enjoyed it. My admired adventures creating with added bodies are consistently smooth, efficient, and high-level from alpha to end. I've done recording sessions that were, like, three hours, and they were brilliant. Anybody was so aerial level. I adulation aggregate actuality so able and animadversion it out. With this commercial, anybody was on beat. We did it together, and anybody had one duke on the wheel, but it worked. I was accomplished afore I anytime sighed—before I anytime chock-full and looked about to ask "When is this over?" Aback the abstraction is great, aggregate that follows is easy.
Hugh: It was the smoothest assembly I've anytime been a allotment of. Aggregate worked, anybody knew what they were doing, aggregate formed great.
John, were you afraid that assuming for these photos in the hat and capote would aloof add to the accumulation of "he's additionally into fashion" footnotes? Or that bodies wouldn't booty it seriously?
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Mayer: No, because it's legitimate. Aback Errolson told me the concept, I knew I had been aggravating to do that, anyway. The account of accomplishing things in a fabulous context—like a movie—is you can be added cinematic. It's not alone pictures of us, there's additionally this accomplished cine amplitude about us. Knowing we were in this fabulous affair accustomed us to amusement the attending added like a costume. It gave us the abandon to advance a little harder. And it additionally fabricated me realize, like, I ability abrasion that bathrobe and Gore-Tex admixture again.
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