So, what do we call these -- Unicorns? figments of our imagination? Desert apparitions? More realistically, do you know them as MITA, PROTOTYPE or quite simply UENO -- they’re something absolutely mindblowing.
Back in 2013, Nike and Japanese sneaker boutique MITA launched two Air Max iterations; one taking on an underappreciated, grey-tone Air Max Light with reptilian panels and a hot-pink outsole. Somewhat overshadowing an aesthetically poignant sneaker, MITA then brought their conceptually fantastic Air Max 95 out of the darkness -- a revamped Air Max 95 ‘Neon’ with multiple minor changes, most eye-catchingly an entirely blacked out tongue-sock liner-combo, branding and all.
Situated marginally outside of central Tokyo, MITA made a small market-area their home whilst bringing endless ASICS, New Balance, adidas Originals and Hummel partnerships to life; putting a signature twist on everything they touch.
But, why carry the PROTOTYPE and UENO duo of handles? Why is THIS the mock-up they pursued? Follow us on a (swiping) adventure to find out more!
