Prada continues efforts to raise the profile on its America’s Cup sneaker through a collaboration with musician Cassius Hirst, the son of U.K. artist Damien Hirst, who is a long time friend of Miuccia Prada.
Cassisus Hirst has put his color spin on four different PS0906 silhouettes, a shoe first introduced in 1997 as part of the label’s Linea Rossa performance collection. Riffing off of his music background and the vocabulary associated with it, the four styles are named Att4ck, D3cay, Sust4in and Rel3ase. Prada and Cassius Hirst’s are co-branded with Cass’ signature while the box is co-branded with Prada’s logo plus a scan of Cassius Hirst’s brain, which is his logo.
While known as a musician, Cassius Hirst was inspired to customize his sneakers at age 14. His interest was cemented when he was invited by Virgil Abloh to attend a NikeLab Air Force 1 customization event in Chicago in 2019.
“With Prada and the collaboration with Virgil Abloh, it’s like to be given the opportunity is the main thing, to be given the opportunity to experiment,” Cassius Hirst told WWD. “I think I’m open to anything, it’s just a matter of trying.”
The news was launched alongside an Alex Morin-directed campaign video showing models wearing the sneakers with coordinated masks.
Limited to a 3,000 run and priced at $1,790, the shoes launch on May 17, 2022 at select Prada stores and on the brand’s online store.