The brand 8ON8, founded and managed by designer Li Gong, has quickly established itself as a shining example of innovative men's fashion. With a background in architecture and an education at the renowned Central Saint Martins in London, Li Gong brings a unique perspective to the world of fashion.

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His pieces are characterized by a clever mix of futuristic design, urban aesthetics and traditional tailoring techniques.

Asics Gel Kayano 5 Marble

In 8ON8's Spring Summer 2025 collection, Gong once again draws on his signature fusion of creativity and wearability to present a series of pieces that not only make fashion statements but also reflect the versatility and dynamic lifestyle of modern society.

Asics Gel Kayano 5 Marble

In this 8ON8 Spring/Summer 2025 Collection presented in Paris, we were able to discover an upcoming ASISC sneaker style with a cut-out tongue and asymmetrical lacing in two colors.

ASICS x 8ON8 SS 2025
ASICS x8ON8

Asics Gel Kayano 5 Marble

ASICS x 8ON8 SS 2025
ASICS x8ON8

Asics Gel Kayano 5 Marble

ASICS x 8ON8 SS 2025
ASICS x8ON8

“Suddenly transported from an ordinary day to a secret desert realm, where mundane reality and dreamlike vision meet.”

The natural beauty and perils found in the desertic landscapes of Western China deprecate elusive visions of prosperity and decline. A mysterious, otherworldly aura lingers, like a fairy tale passed down through generations.

Asics Gel Kayano 5 Marble

The 8on8 spring/summer collection is titled “Sandboarding Express” in reference to surfing on sand dunes and depicts a scene in which the mundane collides with the dreamlike, and tells the story of a city commuter who is carried away to a secret desert realm in the midst of everyday life.

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Designer Li Gong uses a surrealist perspective to connect everyday life with the history and culture of western regions, creating a kaleidoscope of images, settings, and objects, both real and imaginary, that he sees while sandboarding in the desert.

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The show unfolds like a journey across sand dunes and explores their inspiration through natural fibers. Durable, coated cotton, plain poplin and wafer-thin, flowing wool combine to create a dynamic texture contrast that reflects the beautiful yet dangerous, remote landscape of western China.

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Complex techniques and fabric treatments are interwoven with everyday casual wear and make each piece unmistakable: cactus flowers find their way into clothing through 3D knitting, prints and embroidery, while their eyes are transformed into air holes in the style of Broderie Anglaise.

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Sparkling sequins on a dark woolen suit imitate grains of sand or a starry night. Small raindrops flow through a wide poplin shirt.

By combining retro elements with innovative techniques, a classic check pattern is achieved with a transparent Mille Feuille fabric, which is sewn together to make checks. With various printing techniques influenced by traditional textiles from western China, the results vary from hand-sprayed color gradients to wavy plaids in knitted garments.

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The construction of the textiles is characterized by a soft structure designed for wrinkles. Cross knots are presented in various shapes throughout the collection, including fabric overlays, combination prints, and three-dimensional effects that provide visual appeal and a humorous design language.

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The shirts are draped around the body in the shape of a scarf. The brand's typical tailoring remains unique and experiments with a couture-inspired collar design that delicately folds into itself at the neck area.

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The accessories, which balance functionality and fashion, range from bags with lucky charms in the shape of pumpkins, necklaces, sunglasses and a compass to headwear in the form of swimming caps inspired by the scarves of desert inhabitants.

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Leather shoes are decorated with cross knots and eye motifs that transform them into fantastic creatures. Multi-material sneakers with asymmetrical lacing and draped details were designed in collaboration with ASICS.

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8ON8 promises to create a more airy, romantic life; one that fills the gaps of everyday hustle and bustle with dreamy scenes that unfold beyond reality to create a future that you can't yet imagine.

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble

Asics Gel Kayano 5 Marble