“Behind The Brand” ASICS by Lester Jones

“Behind The Brand” with the legendary Gel Lyte III Designer Shigeyuki Mitsui, which talks about the latest “Made in Japan” edition of the split tongue silhouette, the 25th Anniversary and designing sneaker. He also refers to the Gel Lyte III as his daughter. A true Legend!


Shigeyuki Mitsui is a true cult figure in the sneaker business. Back in 1990 he created the Gel Lyte III, which at the moment appears to be one of the most popular silhouettes on the market. A lot of collabs have been dropping lately with other sneaker icons like Ronnie Fieg and different retailers which clearly have achieved a high status thanks to the amazing idea back in the days of “Mitsui”.
The idea behind the “Made In Japan” was to reunite quality, history and specialty. Very limited numbers were open to customers in Japan, Asia, Australia and New Zealand and 40 lucky customers had the incredible opportunity to meet the legend of Shigeyuki Mitsui on a very special dinner, which took place in Sydney, Australia.

Source: Lester Jones/Vimeo

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