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Pharrell x Billionaire Boys Club x adidas Crazy BYW Now Is Her Time
Pharrell x Billionaire Boys Club x adidas Crazy BYW Now Is Her Time
Culture Note™
Origin
Released on 31 August 2019 and part of the Crazy BYW line. This is the Crazy BYW carrying two names besides adidas: Pharrell Williams, a designer collaborator with the brand, and Billionaire Boys Club, and a release title, Now Is Her Time, that states its intent rather than describing a colour. adidas has been comfortable with that kind of authored release since it effectively invented the modern fashion designer sneaker partnership through Yohji Yamamoto's Y-3 line and Stella McCartney from 2004. A shoe with a sentence for a name is asking to be read, not just worn. The BYW body suits that, because its exposed pod construction already makes the shoe look like a statement of engineering before anyone puts a message on it.
Utility
A shoe with a statement on it should not compete with a printed outfit. Recipe one: plain black trousers with a white tee and an unbranded jacket, so the release's own text and trims are the only thing anyone reads. Recipe two: light grey sweats with a solid crewneck, cuffed high enough that the pod tooling stays visible from the side. Knit uppers with printed or embroidered messaging should be brushed dry, never scrubbed, since abrasion lifts print and pills knit. Keep it out of heavy rain because water sits in exposed under foot tooling. Store it away from direct sunlight, which fades applied text faster than the base fabric.
Influence
adidas has two distinct traditions and this shoe sits inside the deliberate one. The accidental tradition begins with Run-DMC, who wrote My Adidas unpaid in 1986 and then held their shell toes up at Madison Square Garden, producing the first endorsement deal between a musical act and an athletic company, described by Questlove as hip hop's tipping point. The deliberate tradition begins with designers being handed the archive and the tooling: Yamamoto, McCartney, Simons, Scott, Wang, and musicians working as designers rather than as faces. A titled release with a message belongs entirely to the second, where the shoe is a piece of communication and the sneaker is the format.
Construction
The build is BYW throughout: cushioning pods sitting visibly beneath the foot as part of the outsole rather than buried in a midsole, with a knit upper kept light so the tooling stays the dominant element. adidas has used the Three Stripes as structure since acquiring the mark from Karhu Sports in 1952, and on this cage they are integrated rather than applied. Where a multi party collaboration differs from a general release is in the trims, branding placement and the way text is carried on the shoe, so read those details as deliberate. The knit responds to the foot quickly, which means the shoe softens into shape rather than breaking in through resistance.
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Most asked questions
How we always
Guarantee the best prices?
Luxury marketplace
In luxury marketplaces, prices depend on demand — less popular items sell below retail.
Competition between sellers
Our 5,000+ verified sellers compete with each other, giving you the lowest prices.
Price comparison
We show you price comparisons across sellers so you always get better deals.
Helping sellers, helping you
We help sellers buy smarter inventory, so they can offer you better prices.
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