In the lime­light

This is, be­yond a shadow of a doubt, one of the trendi­est kicks in town

The Sun (Malaysia) - - FASHION -

Can you tell us what sparked the idea for Ree­bok Pump Fury: The Shadow of Phan­tom? It started when we met with Cross­over be­cause they wanted to pro­duce a few items that are exclusive for their store. From there, we de­cided to ap­proach Ree­bok be­cause I’m one of the brand’s am­bas­sadors and when the lat­ter re­sponded pos­i­tively to the idea, the project took off. That ini­tial ex­cite­ment is still here, even af­ter two years, as this co­op­er­a­tion showed us that any­thing is pos­si­ble as long as you work for it.

It took two years for this project to come to fruition. What were the chal­lenges that you faced? The Ree­bok Pump Fury: The Shadow of Phan­tom that we launched is not the orig­i­nal pro­to­type that we be­gan with be­cause it has gone through sev­eral trans­for­ma­tions. As I said, the process mak­ing is end­less as we wanted it to be per­fect – from de­sign to choice of ac­ces­sories to colour and more, we want to make sure that it’s the best. More­over, Ree­bok is an in­ter­na­tional com­pany so we had to cor­re­spond back and forth with its head­quar­ters in the United States and this took up time as well.

Since you were ex­tremely metic­u­lous with the whole con­cep­tion, would you say that you’re a per­fec­tion­ist? I can’t say whether I’m a per­fec­tion­ist or not, but what I do know is that it is my job, as a de­signer, to cre­ate prod­ucts that are per­fect. Es­pe­cially in this case, where I had the chance to col­lab­o­rate with an ac­claimed brand such as Ree­bok. When the op­por­tu­nity arises, it is my duty to chal­lenge the bound­aries and do the best

that I can.

What was your muse for the shoes? One of the main in­spi­ra­tions for it is de­rived from the Golden Ra­tio, a prom­i­nent prin­ci­ple in ar­chi­tec­ture and art. I in­cor­po­rated it into the de­sign and found that it fits quite well. This is why you can see hid­den lines through­out the shoes. In fact, at the back of the shoes, you can find a tag that says “Joe Chia and Cross­over” and be­hind it lies a hid­den mes­sage and tagline: No Other Like You. Joe Chia pro­motes in­di­vid­u­al­ism be­cause we be­lieve that ev­ery­one is unique in their own way.

Are there plans for an­other col­lab­o­ra­tion? The chief ex­ec­u­tive of­fi­cer (CEO) of Ree­bok Malaysia re­ally likes the prod­uct, so hope­fully there will be other op­por­tu­ni­ties for us to col­lab­o­rate again.

The Ree­bok x Cross­over by Joe Chia col­lec­tion will only be avail­able in Malaysia for a lim­ited time at Cross­over Mid Val­ley Mega­mall and Cross­over on­line.

Joe Chia: “This col­lab­o­ra­tion took two years be­cause we spent a lot of time per­fect­ing it.”

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