INTERVIEW WITH NIKE ACG SENIOR DESIGN DIRECTOR MATTHEW MILLWARD

Cool Hunting have just published a great INTERVIEW WITH NIKE ACG SENIOR DESIGN DIRECTOR MATTHEW MILLWARD, which talks about the background story to the recent relaunch of Nike’s ACG range – something that many of us have been looking forwards to for many years. With ACRONYM founder Errolson Hugh on board and some strong products on the horizon, it looks like ACG is going to be one to watch over the next few months.

When asked about the new direction of ACG, Matthew explains, “I think from the onset it was a very clear sort of focus, but the city is now really the ultimate landscape. It’s celebrating the urban athlete approach. The whole of Nike ACG really defines sports utility for the city and that was a very, very clear brief that we also worked to from the very beginning. Within the urban environment, athletes are transitioning between many activities.”

The designs, materials and construction methods have developed considerably since the original ACG line launched. But who is the relaunched brand aimed for this time around? “Twenty-five years ago, it was designed for the athlete on the mountain. Today it’s engineered for the athlete in the city, so really the key person—the core of it hasn’t changed a lot.”

Read the full interview over at COOL HUNTING now. The pieces from the NIKELAB ACG SPRING 2015 LOOKBOOK are scheduled to drop on THURSDAY 12 MARCH and will be available via our RELEASE PAGE.