Hartcopy x adidas BW Army
Authenticity in streetwear isn’t limited to how legit a sneaker is, but touches every aspect of the process including the way we tell the story of each piece. Welcome Hartcopy, a platform who has entered the world of culture and design in a way that truly celebrates the art of storytelling. Starting as an Instagram page, Hartcopy quickly became the go-to spot for the stories behind iconic sneakers, their designs, and the brilliant minds who create them.
At the heart of this online catalogue is Timothy Seun and Sam Le Roy, Hartcopy’s co-founders. What makes their platform so special is how it balances the old and the new - inviting its community to experience sneaker culture in a way that’s tangible, thoughtful, and personal.
With copy writing and sneakers at the core of Hartcopy, the brand is teaming up with adidas to really step into the world of footwear, having already conquered print with The Hartcopy Journal: Volume 1. As with their publication, the Hartcopy x adidas BW Army is a love letter to sneaker culture.
The Hartcopy x adidas collab starts with the BW Army silhouette. Originally conceived in the 1970's as a training shoe for the German army, the adidas Originals BW Army Trainer - more simply known as the first ever GAT — is a silhouette that's been replicated for countless years, and reinterpreted on a number of occasions, but stands supreme against the test of time in its classic, unbridled form. The indoor shoe makes use of iconic adidas tooling elements underfoot, with uppers characterised by a T-toe and a distinct lack of Three Stripes branding.
In Hartcopy's first formal collaboration with adidas, the goal from the outset was to reintroduce the BW Army as the original GAT, presenting the silhouette on its original high-contrast gum sole, with its iconic white leather panelling running across uppers. Alongside the theme of reintroduction, a number of subtle modifications were made to bring the model further into the contemporary. First and foremost, the pair's typical suede T-toe was sidelined for a supple nubuck leather, draped in a grey that's so faintly differing in hue from the otherwisé white base, one that repeats on heel tabs.
Elsewhere, tongues are left with exposed raw foam around edges, visible only to the wearer, and interiors are wholly leather for a premium feel. Hatrcopy's Typo appears on each foot - on the right by upper eyelets, and on the left's lateral toe — with so other branding appearing on the exterior of the shoe. On the right foot's insole, the full Hartcopy logo appears just once, marking a debutant collaboration between the cultural catalogue and the German sportswear powerhouse.
Whether you’ve been following Hartcopy since the early days or are just now discovering it, this is a moment to celebrate—a reminder of the power of stories, sneakers and the joy of preserving what you love.
The Hartcopy x adidas BW Army drops on the 28th of November- Online at 8am, in Cape Town at 8:30am & in Joburg at 10am for R2499 in UK6-UK11. FCFS!
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