HIDDEN NY began as a digital moodboard on Instagram, but has become a full-on brand. In addition to offering apparel on its own and through collaborators, the New York-based label has reimagined some popular footwear models, which now include the ASICS GEL-NYC.
Initially spotted on the feet of Colombian musician Feid, the project has been dispelled as a one-of-one as previously reported. As with most other retro ASICS that’ve gained popularity over the last three years, the HIDDEN GEL-NYC features a simple color palette rooted in performance running: white-colored mesh base layers set the stage for a number of silver synthetic leather panels across the upper. Where the digital brand’s touch comes in, however, is in the form of rich green contrast across profile vector logos and midsole components underfoot. Close inspection of the hybrid design reveals HIDDEN has given ASICS’ iconic logo a pixelated makeover, a playful nod to the New York-based brand’s online origins.
Tried-and-proven GEL-cushioning boasts eye-catching green flair, joining nearby components. The bulk of the performance-first sole unit takes on a grayscale arrangement that nods to the 2000s. HIDDEN’s final touches arrives in the form of its lowercase “h” on the tip of the toe, as well as a reworked shoe box that features co-branding and the same grid you find on “empty” layers in Photoshop and other image-editing software.
Enjoy an early look at the pair ahead. HIDDEN’s GEL-NYC is sure to hit asics.com during Spring 2024 for a retail price of $160 USD.
For more sneaker news, check out the latest New Balance offerings.
