Opposition with a twist of humor against the mastodon powers of large corporations and meddlesome governments and institutes is in the DNA of Possen Made-to-Fit Fashion. Because after all, these huge entities thrive on manipulating and controlling the masses and embracing freedom of the individual is a difficult and undesired, if not impossible, thing for them to do.
But the power of the individual is on the rise for a decade now and sometimes a big company tries really hard to understand and strategically incorporate customization and personalization. And they should! Not only to ensure that in 20 years they still are world leading brands, but also because with their unlimited budgets they can make a difference in creating sustainable assortment and production logistics that serve a better world by replacing mass production by creative, flexible and profitable collections-of-one.
And that’s why Adidas is cool enough to list in the Possen Style Lab.
Of course for many years already we are devotees of their MiAdidas collections, but also their Adidas Originals program is brilliant marketing. And now they managed to excel with a campaign on the best pub were real trendsetters meet and watch a world cup soccer match: the Star Wars Cantina.
George Lucas sacrificed one of his iconic Star Wars scenes in the Adidas Cantina clip, launched just before the start of the South African World Cup and Adidas managed to create a world were David Beckham, Snoop Dog, Ciara, Noel Callagher, Ian Brown, Franz Beckenbauer and Jay Baruchel mingle with the original Star Wars cast.
It’s fun, it’s cool and in a twisted way it helps in bringing customization to the masses.
