Fox Racing, the pioneering extreme sports outfitter known for championing motocross’ signature race wear, is launching an all-new sub-label called Fox Lab that’s driving right into fashion’s innner circle. Through a series of collaborations, the imprint’s goal is to marry Fox Racing’s most innovative products with the garments of today’s most disruptive designers, and who better to start with than the future-eyed Bulgarian visionary Kiko Kostadinov.
The revivifying duo has crafted a 20-piece unisex capsule collection that lauds Fox Racing’s history, all the way back to the days when the company was known as “Moto-X Fox.” (Notably, it was under that moniker that the label united with up-and-coming riders to create the boundary-pushing products and signature gear with which Fox Racing is now synonymous.) Here, Kostadinov softens the brand’s typically rigid codes by applying a weathered and worn finish to much of the line, giving each piece a fresh-off-the-raceway appearance.
On Fox Racing’s signature sweatshirts, long-sleeve jersey tops, and trousers, Kostadinov reimagines the label’s classic “Fox Head” motif with subtle modifications to its shape. Elsewhere, Robert Altman’s 1977 film 3 Women and its mirage-like set informed the curvilinear pattern on the Super-Fox Jersey, in homage to the desert.
The collection appears in a fantastical campaign shot by Jacolby Satterwhite, who’s known for his expert world-building in virtual reality and digital media. Kostadinov employed the artist to recontextualize the collection through his own distinct language, and the result sees the garbs in a “futuristic setting where the very essence of human identity is redefined and all consciousness is uploaded to a public domain,” per the brand.
Kiko Kostadinov for Fox Lab will officially launch online and in Kostadinov’s stores on January 16. Take a look at the collection in the gallery above.
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