Acronym



Acronym by Errolson Hugh aka “Neo Futurism sein Vater”, as we would praise this legendary active and tech wear brand in German. Over 20 years later after starting off from Munich, Acronym has become one of the most influential labels from Germany (nowadays based in both Berlin and Munich) without ever making any big marketing fuzz about itself. A rare thing in the fashion world given most brand’s approaches to be bold, loud and worldwide omnipresent through advertising. But with it’s clean, minimalistic and futuristic aesthetics Acronym became a globally wearable and hyper-functional brand loved by music icons like Drake or John Mayer, movie stars such as Jason Statham ,who also was featured his designs in his movie picture “Hobbs and Shaw” alongside Dwayne “The Rock” Johnson, but also athletes like MMA fighter Max Holloway. The awareness of the brand got raised a lot by innovative collaborations with brands like Nike over the years such as the NIKELAB AF1 DOWNTOWN X ACRONYM® collab or with cult labels Stone Island and Burton. In it’s latest collection for the Spring/Summer 2020 season, Acronym teamed up with Kojima Productions. The results are techy-pioneer looking long sleeve crewnecks made of a unique Cashllama textile, a luxurious fabric made from the fibres of the hair of Bolivian Highlands’ llamas or functional yet cool looking Gore Tex jackets.

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Acronym

Acronym