Thom Browne has unveiled a pop-up takeover at Selfridges, transforming The Corner Shop at the retailer’s Oxford Street flagship into an immersive retail moment celebrating the U.K. launch of its debut sneaker collaboration with ASICS.
First revealed during Super Bowl weekend earlier this year, the collaboration reinterprets ASICS Sportstyle’s ASICS Gel-Kayano 14 in three distinct colorways. The release marks a milestone for the New York-based fashion house, representing the first time Thom Browne has designed an athletic sneaker and introducing a new type of partnership for the brand.
For the launch, The Corner Shop has been reimagined as an immersive “office fantasia.” The installation plays on Browne’s signature corporate aesthetic, with the space framed by crisp white blinds and steel office elements that evoke a surreal midcentury American bank—an environment familiar across the brand’s own retail network. At the entrance, an oversized water cooler anchors the narrative, a playful nod to office culture and the phrase “meeting at the water cooler.”
Along the Oxford Street windows, the ASICS Gel-Kayano 14 is displayed atop sculptural paper installations inspired by Browne’s iconic four-bar motif, turning the storefront into a graphic stage for the sneaker’s debut.
The design of the shoe itself reflects Browne’s lifelong passion for sports and his mastery of tailored sportswear. A lace catcher trimmed with the designer’s signature red, white, and blue grosgrain appears on the white and black versions, while the gray style features tonal grosgrain—referencing the medals Browne earned as a varsity swimmer and long-distance runner. Two lace options further enhance the bespoke feel: one metal-tipped with red, white, and blue detailing, and another two-toned pair that nods to the sneaker’s athletic heritage.
Material choices elevate the silhouette beyond its performance roots. The gray and black versions feature real suede uppers, while the white style is crafted in smooth leather, offering a refined contrast to the performance-driven origins of the ASICS Gel-Kayano 14.
By blending Browne’s precise tailoring codes with the technical legacy of ASICS, the Selfridges pop-up transforms a sneaker launch into a theatrical retail experience—where sport, design, and storytelling intersect.
Photos by Selfridges
