HYPEBEAST, the online source of all things fashion and street culture, is teaming up with sports brand ASICS to re-release the popular GEL-KAYANO 5 OG sneakers from the late ‘90s. GEL-KAYANO 5 OG draws inspiration from the end of the previous millennium and references the original release from 1999 in both its muted colours and neon campaign imagery.
The colours hark back to the year of transition, where before Y2K, people across the globe were becoming acquainted with Internet Explorer 5, building pages on Geocities and trying to wrap heads around The Matrix. GEL-KAYANO 5 OG drops May 31, 2019, exclusively on HBX, the online retailer portion of HYPEBEAST. Plus its brick-and-mortar store in Hong Kong.
To promote the release, HBX will debut a flash mini-game site with a Web 1.0 experience to remind players of some fun childhood moments. Plus, there will be prizes to boot. The excitement transcends to the HBX retail store on May 24 with an archival 1999 experience for fans and VIPs alike.