With its latest collection, Nike is focusing on luxury normcore "Every Stitch Considered" aims at expanding the creative world of the brand

For some years now, Nike has entered a moment of silent creative evolution that, based on the success of the experimental ACG line, has expanded to the ISPA sneaker series and the recently renovated Every Stitch Considered capsule for the SS21 season. Both capsules are signed by Nike Design Exploration, a sort of alternative design line, "sister" far from the subsidiary line of Nike ACG. While much of the production of the other lines focus on research sneakers and high-performance technical apparel, the Every Stitch Considered capsule produces minimalist apparel that, both for its quality and for the research work on silhouette and construction, has elevated Nike's sportswear to real fashion design. The particular refinement of the spring capsule, which also includes fabric coats with functional pockets, jackets with avant-garde silhouettes and shirts with front button systems with a futuristic flair, is the result of a non-industrialized manufacturing process (the capsule was created by family-run shops in Lombardy) but also of extraordinary work on silhouettes that, just as had happened with the ISPA sneaker collection, shows all the real creative potential of Nike. 

Just as it happened with Versace and its new monogram, Nike is trying to capitalize on its brand awareness by converting it into an expansion of real sales and a repositioning on the market but, unlike a luxury brand that needs to bring its products to a wider audience, Nike starts from a larger market to appeal to a smaller audience. The results, at the moment, seem to be encouraging (if they were not the ESC capsule would not have been renewed) and it is to be believed that in the future this offer will expand in line with the popularization of Nike as a design brand.