Matthew Williams for Nike

Sportswear is the most logical part for design. With out external ornaments is often presented has uniform for team players because their primary objective is the functionality. “When we talk about training garments, aesthetics are 100% influenced by their usefulness” says Kurt Parker, Vice President of design at Nike. This category of clothes is ready to evolve , to be experimented . And that’s where M. Williams comes into play. The American Designer ( who currently lives in Italy), creator of the revolutionary brand Alyx, is know for his ability to find the perfect balance between aesthetics and functionality. In collaboration with Nike, William has created a collection that gives a human touch to a collection of t-shirt, trousers and accessories for men and women inspired by data research and designed to be functional. Starting point for the collection are the elements of the AAE capsule collection presented last year, which trough only a t-shirt , has managed to offer a glimpse of the future. Basically, the collection uses computational design to transform data ( in this case mapping the areas of greater heat, sweat and movement) into new production models. “ You can start thinking about different solutions trough data analysis” explains Parker.

Careful consideration of advanced thermoregulation or biomechanics can revolutionize more traditional clothing models. “Computational design and data study can really offer the future of design”. says Williams . “ They allow us to see things and push creativity a little further. They help us create a different perpesctive from which to start. Working in tandem- combining data and emotions -is really exciting”.

Both are convinced that the study of data offers new opportunities, but that alone is not enough. The opportunity arises from Williams describes as adding an “organic touch”. In the collection, it is made evident by the presence of “imperfection “ in contrast with the clearness of the computational design , as in the female tank top with raw finishes. “Human have yet to find out how to interpret data in optimal way. And understanding how to tell a product related to its functionality by adding an emotion going to the heartstrings. That’s how I interpret my role”.

This emotion is evident in the use of Williams in the cut and in the light beige tones of the Nike x MMW short-sleeved t-shirt. Even the Accessories selected by Williams contribute to characterize the collection in general. According to Parker, working with Williams is a pleasure , because it introduces some real-world applications into Nike’s cutting-edge design. In a collection for training we need a variety of features , because we know that it will not be worn only in the gym . Pockets for example, and other detachable and adaptable elements are necessary. Matthew inserted a towel into the collection; he knew it was necessary” , says Parker.

If the towel is the most functional accessory, the William’s Nike sock is the most playful and revealing of its ability to give new freshness to the classic garments. “I love the double sock, for the proportion and for the sense of familiarity that emanates ; slightly modified, it gives a new and familiar emotion at the same time”. The Nike x MMW collection will be available staring July 12th.