For our latest discussion, Urban Syndicate sits down with the team behind the Adidas x END Gazelle “Laundromat” to dive into the creative process behind this unique collaboration. The collection draws inspiration from the nostalgic charm of laundromats, blending retro aesthetics with the timeless appeal of the Adidas Gazelle. To offer a behind-the-scenes look, we’ve gathered insights from key members of the END team, each contributing their own perspectives on the design process, creative choices, and the story that brought this release to life.
In this Q&A, we hear from Callum Hill (Senior Collaborations Design Manager), Zack Meays (Collaborations Campaign Manager), Sarah Thompson (Collaborations Footwear & Apparel Designer), and Monty Lee (Junior Collaborations Footwear & Apparel Designer). Together, they explore the vision that shaped the “Laundromat” project, share anecdotes, and reveal what it took to make this collaboration truly stand out.
What was the inspiration behind the unique colourways of the Adidas x END “Laundromat” collaboration?
The initial inspiration came from the idea of accidentally dyeing a triple white pair of Adidas sneakers in the washing machine, thanks to a misplaced red sock. This mishap sparked the concept for the red/pink colourway on the Gazelle and the triple white SL72. As we developed the idea further, we noticed the frequent use of duck-egg greens and teals in retro laundromats, which we incorporated into the TRX Prototype model.
The idea of the shoe mimicking the effect of a laundry mishap, with the pink upper and red toe box, is highly creative. How did this concept evolve?
Building on the colour direction, we designed a custom label to evoke the image of something spinning inside a washing machine drum, giving it a slightly distorted effect. We also chose metal aglets for the laces to reference the metal of the drum, created a net-style tongue inspired by vintage laundry bags, and designed the tongue label to mimic a garment care label, complete with a reveal on the underside.
These bold colours are striking. What was the key to making them work together harmoniously?
The SL72 acts as a blank canvas linking the two other colourways and grounding them. For the Gazelle and TRX Prototype, the retro laundromat inspiration played a crucial role. The colours reflect the tones often found in those spaces, so they feel naturally cohesive, despite their boldness.
How important was storytelling in guiding the design decisions for this collaboration?
Storytelling is always central to the design process at END. we always like to ensure the story enhances the product, but equally can exist without it. Every element, from the colours to the materials, references the concept of a laundromat mishap, which creates a unique and playful narrative that resonates throughout the collection.
The branding on the insole appears to have “bled,” reinforcing the idea of a laundry mishap. Can you explain how this colour effect was achieved?
Yeah, so we developed this logo play in reference to something being spun in a washing machine drum, so it almost looks in motion. It gives a really nice, distorted feel but remains legible which is obviously super important when working with partners on type ideas. I can’t recall exactly but I think it was literally just a blur use in Photoshop, sometimes the best executions are pretty simple, it just requires a spark of a good idea!
Were there any challenges in translating the concept into the physical design, particularly with such unconventional colour combinations?
Absolutely there were. Our first proto round of samples, we wanted to really lean in to the ‘dyed by a red sock’ concept, so we attempted a test with having the proto made up in triple white, and processing a garment dye, it didn’t go to plan. The product felt a little flat and messy, and the component parts didn’t take the dye in the way we’d hoped. We tried another couple of attempts at the garment dye, but we couldn’t make it work, so afterward we moved to pre-dyed panels but varied the tone on the toebox to reference the way in which different panels of a sneaker or garment will take dye differently when dipped.
Does the gum sole serve any functional or aesthetic purpose in complementing the pink and red tones?
It’s more of an aesthetic choice, of course the red/pink colourway is bold for the usual Gazelle customer, so grounding it in a translucent gum midsole helped us to make it feel more familiar to that consumer, but in all honesty, I think it sets the pink off nicely. It’s a warm gum tone as they usually are, so it contrasts nicely, particularly with the coldness of the white 3-stripes.
How do you think sneaker enthusiasts and collectors will react to the playful colourway and the story behind the collaboration?
We’re hoping it’s received well! We’ve got a nice mix of colourways across a considered range of silhouettes in there with the Gazelle being super accessible, and the SL72 offering a more fashion-led angle, then the TRX Proto which brings a nice vintage feel to the offering which is a great compliment to the origin of the concept. It also feels like a really relatable story, if you’ve seen the campaign video, I’m sure most people can remember going to a laundromat like that with those kinds of characters.
