30th Anniversary of GEL-LYTE ™ III: ASICS X 24KILATES
by Laura Vifer
ASICS and the iconic 24Kilates store from Barcelona team up to pay tribute to one of the most iconic sneakers of the Japanese brand: GEL-LYTE ™ III.
30 years is nothing and at the same time a lot. ASICS is celebrating the 30th anniversary of the amazing ASICS GEL-LYTE™ III, the most emblematic piece of ASICS SportStyle, ever.
In 1984 Mitsui-San joined ASICS where he then became a part of the team that developed the GEL technology behind what would become the brand’s most iconic sneaker, the GEL-LYTE III. The success with the GEL technology, however, did not come expectedly as the initial design for the GEL-LYTE series was originally rejected more than once. As head designer for the Gel Lyte series, Mitsui-San saw great potential in the sneaker that no one else understood at the time and being the rebel he is, he stuck with his designs. After finally being released in 1990, the GEL-LYTE III stood out from the crowd with its split tongue and did not meet the wide success that it has today, as it continues to serve as the brand’s most iconic sneaker. 2020 will also be the last time that the genius Mitsui-San will be working with ASICS before he goes into a happy and well-deserved retirement. His style and principles will be the maximum in this re-edition of the GEL-LYTE ™ III in the original colors, which drives us to go against the odds and circumvent the logic to follow our own path under the mantra “Go Against the Odds.”
For this great occasion, 24Kilates and ASICS are teamed up in this series in which the emerging local talent of Barcelona stands as the protagonist. Designer Carmen Barceló, the host and creative Pau Relats star in this unique connection between past and present captured by the lens of Laura Vifer through the streets of Barcelona.
The ASICS GEL-LYTE ™ III will be available at 24Kilates and ASICS.com next November 15th
#GLIII30 #GELLYTEIII @asics_sportstyle
Credits:
Photography by Laura Vifer
Muha by Regina Khanipova
Production by HIGHXTAR.lab
Talents: Carmen Barceló & Pau Relats
Catching up with Branko Popović, one third of the brainchild behind FASHIONCLASH
Everything You Need To Know About HEAD Genève Catwalk Show 2019
Personal Parade presents its new season, “Return to Eden.” This is the brand’s first collection dedicated entirely to homewear.
Drop Books has released its second publication, titled “Wildness.” The book is a collaboration between photographer Mark Borthwick and fashion designer Duran Lantink.
Church’s presents its Holiday 2025 campaign through a series of festive scenes.
Benzene is a new streetwear brand built on a specific kind of modern contradiction.
Mexican artist Gabriel Santiago has released a new single titled “Homoerotic.”
Balenciaga has launched a new series focused on American football.
Paul Smith has unveiled its new “Night to Day” campaign, featuring the American actor Walton Goggins.
The campaign’s narrative is a journey that captures the spirit of travel through different lights: the Parisian sunset, the break of dawn, and the glow of a bonfire.
Givenchy presents its Spring 2026 campaign, the second in a series of portraits by photographer Collier Schorr.
Malte Berglund Adrian at ACE Models captured by the lens of Joey Leo, in exclusive for Fucking Young! Online.
La Fábrica presents “NIKE. Design in Motion” in Madrid, an exhibition that traces six decades of the brand’s history.
Lacoste presents its Holiday 2025 campaign with the idea that style is the best gift.
LOEWE Perfumes has introduced three new scented candles to its Home Scents collection.
After fifteen years under the creative reign of Olivier Rousteing, Balmain steps into a fresh era.
Levi’s® and designer Kiko Kostadinov present their second collaborative men’s collection.
untitlab®’s Fall/Winter 2025 campaign, titled “THE TRADE,” follows a figure moving through East London.
Stone Island and New Balance continue their partnership with a new release focused on football.
In the digital age, a “personal brand” is often a carefully curated facade. But for Carlos Vasconcellos, it’s something far more authentic: a direct line to his soul.
Acne Studios has released its selection of holiday gifts for the FW25 season. The offering includes a range of the brand’s signature items.
KALEOS Man introduces its Fall/Winter 2025 campaign within an experimental music lab.
The project began as an item for the gift shop of his retrospective at the Palais Galliera museum in Paris.
TATRAS presents a new project titled “Layers of Japanese Craft.” It is a limited-edition capsule collection created with the traditional lacquer artisans of Wajima city.
This is only the brand’s second location worldwide.
Alejandro Carrascosa photographed by Paulino Cobalto and styled by Cala Xiang & Victor von Schwarz, in exclusive for Fucking Young! Online.
The collaboration celebrates the artist’s lasting impact on music and culture.
This winter, BOSS and Steiff have created a collaborative capsule collection.
The New Zealand collective returns with a record that expands their lush, dreamy world while keeping intimacy at its core.
For Fall/Winter 2025, Barbour and Baracuta draw inspiration from the Northern Soul music movement.
Designer Eli Russell Linnetz has partnered with the technology company 1X for the launch campaign of NEO, the first humanoid robot made for the home.
The color appears in underwear, ready-to-wear, and simple everyday essentials.
