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January 28, 2025
2024 has been a defining year for HIDDEN.NY, the Internet’s most renowned moodboard-turned-brand. What began as a digital inspiration hub has steadily expanded into the real world, carving out a tangible presence through thoughtful collaborations. And few partnerships have been as impactful as HIDDEN.NY’s ongoing work with ASICS.
Their first collaboration in March saw the duo drop a crisp GEL-NYC, accompanied by an immersive pop-up that transformed customers into “employees” of an enigmatic company, complete with training videos and a chance to meet the “boss” before securing their kicks. Now, they’re back for round two—this time reviving the GEL-Venture 6 Shield.
Originally released in 2017 and updated in 2019, the GEL-Venture 6 Shield is a water-resistant, budget-friendly trail runner that balances the rugged functionality of off-road footwear with the versatility of a road running sneaker. HIDDEN.NY’s take on the silhouette brings fresh energy to the model, infusing it with its signature aesthetic sensibilities.
The HIDDEN.NY x ASICS collaboration boasts a green Tiger stripe, light grey accents, and a rubberized toe cap, offering a refined contrast that stays true to both brands' ethos. A unique highlight is the translucent, co-branded tongue tags, which split branding duties between HIDDEN.NY and ASICS, reinforcing the seamless blend of the two identities.
