Last night at Rawson Projects in New York, artist Wendy White unveiled “Redidas®,” a pop-up clothing shop stocked with artist-rebranded vintage merch, including sneakers, tote bags, t-shirts, and bath mats, all of them augmented with a stenciled version of the Adidas tri-leaf logo. (It’s part of the gallery’s “A Process Series,” less-than-two-week-long shows at the space by various artists. Davina Semo is up next.) Rawson’s normal lights were tinted, giving everything a lurid pink glow, as if the shop were located in a sci-fi bordello. “I wanted to see if I could elevate or change the context of an existing thing by putting a kind of messed-up Adidas logo on top,” White told us. “A floral jacket from the ’80s all of a sudden looks like something Rihanna would wear. Logos change our opinions of things. For example: I hate Nike passionately. I almost feel like it’s Republican or something. Brand loyalty and its effect on the psyche is definitely a big part of this project.”
At the opening, I scored a sweet Redidas-rebranded Coke t-shirt for a mere $20, colorful hanger included. “We sold 62 things on opening night but there are still some choice items left,” White assured us. “Since it’s cash-and-carry the gallery is much emptier now, which was the point; I wanted to do something durational in which the distribution was part of the content. I was psyched to find a brand new varsity jacket with ROBERT MORRIS written on the back (it’s a university in western Pennsylvania). Morris’s 1969 ‘Continuous Project Altered Daily’ kind of became the spirit animal for the show–but “Redidas®” is way more fun.” Head down to Madison Street before January 18 to see what swag remains — and check out some more photos, below.