Bags / Shoes & Accessories

Recently, Eric Liedtke, who led adidas to cooperate with Kanye West and Beyoncé, established the high-street brand UNLESS Collective. All its products are based on natural plants, made of plastic-free and organic alternatives, and can be decomposed after the life cycle. The first batch of single products will be released in the fall.

At present, the brand has received 7.5 million U.S. dollars in financing, with a valuation of 30 million U.S. dollars (approximately 200 million yuan).

The group photo in the picture must be very familiar to everyone, but most people only know Kanye, and the person next to him may not be familiar. He is Eric Liedtke, adidas global brand director.

Eric Liedtke has been working at adidas since 1994. During his 25-year working career, he not only established the cooperation between Parley for the Oceans and adidas, but also contributed to the addition of fashion icons such as Kanye West, Pharrell Williams and Beyonce, for adidas. Make great contributions.

Eric Liedtke believes that it is time to start trying new projects, and finally after consulting with adidas, the two parties agreed to formally end the partnership on December 31, 2019.

Adidas CEO Kasper Rorsted said, "I would like to join all Adidas employees to express my heartfelt thanks to Eric and wish him all the best in the future."

Want to be the next supreme?

Eric Liedtke hopes that his new brand "unless" will become the next "YEEZY or Supreme" from a "specific angle". As consumers regain consciousness, Liedt believes that the brand will become an opportunity to solve problems.

A plant-based brand, the brand's logo is "Don't Feel", and all clothing items are made of plastic-free and organic alternatives. The clothing design is designed to ensure that items are divided at the end of the "life cycle". The company has obtained 750 million U.S. dollars in venture capital, and its valuation is 30 million U.S. dollars. Former Adidas creative director Paul Gaudio is also the co-valuer of the brand.

The brand will release the first single product in 2021, including the world's top brand shirts, Chunle feather T images and hoodies in collaboration with artists in Portland, Ocon. The final version of the product will be released in the United States in 2022.