NEW YORK, Jun 30, 2011/ — Adidas SLVR is taking over the entire Camouflage store space in Chelsea beginning this Friday, July 1st with store hours from noon to 9:00 PM daily (Monday through Sunday.)

SLVR at Camouflage
139 8th Avenue (at 17th Street)
Phone: 212 691 1750
Store hours: noon – 9pm daily (Monday through Sunday)

The 600 square foot space will open featuring the Spring / Summer SLVR Men’s collection, with the Fall /Winter 2011 being delivered at the end of August.

For Spring/Summer 2011, adidas SLVR draws inspiration from prep classics for a collection of understated, luxurious pieces imagined in both neutral tones and bold strokes of primary color. From varsity jackets and seersucker jumpsuits to gingham shirtdresses and plaid button-downs, the collection is an exploration of ultra-clean, ultra-modern sportswear with a classic New England bent.

adidas SLVR resides at a place where comfort, ease, technology, and luxury coincide, which this season is expressed, for women, in new ultra-thin knitwear, crisp cotton trenches, linen suit jackets with cotton knit sleeves, and easy tennis dresses in layered fabrics.

For men, adidas SLVR is clean and graphic, while staying true to the preppy vision of the season. Sporty varsity jackets and brightly-colored windbreakers serve as outerwear options, while track pants take on a slouchy, ultra-baggy shape. Shirts arrive in variations of seersucker and plaid.

Color is new to the typically neutral palette of adidas SLVR, and the label dives in head-first with windbreakers and separates in tones of bright orange, lemon yellow, and electric blue.

On the footwear front, adidas SLVR presents simple trainers with a fold-over fabric cuff for men, and graphic mesh wedges in sorbet colors for women, as well as a classic, all-white trainer for both sexes. The accessories collection expands with totes and backpacks in black nylon and bright orange accents.

In an exciting one-time collaboration, designer Jeremy Scott brings his signature wit, color, and humor to a limited-edition capsule collection. From a nylon anorak with a pleated cotton bib to hooded dresses and voluminous shorts printed with bright block letters, the pieces are a fresh and fun take on adidas SLVR.

For the adidas SLVR campaign, photographer Karim Sadli and stylist Jay Massacret capture a graphic summer mood in color and black-and-white with art direction by Pietschlim. Models Kori Richardson and Clément Chabernaud pose against both blue skies and a stark white studio backdrop to show off the subtle and sporty new collection.

adidas SLVR continues to evolve, reflecting the tone and pace of today’s world. It stresses the importance of living, working and designing in smarter and more efficient ways.

The world is moving faster. Move with it in adidas SLVR.

SLVR at Camouflage
139 8th Avenue (at 17th Street)
Phone: 212 691 1750
Store hours: noon – 9pm daily (Monday through Sunday)

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