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Swarovski collaborates with ALES GREY on custom installation pop-up at Selfridges

Tom Bottomley
20 August 2019

High quality crystals company Swarovski has joined forces with US lifestyle brand ALES GREY - on its UK debut - with a vibrant joint installation at London’s Selfridges, with a limited-edition crystal-encrusted sneaker as the focal point.

ALES GREYis the newest luxury brand from 20-plus year industry veteran “Sneaker Steve” Patiño. Quality crystals and genuine gemstones company Swarovski was founded in Austria in 1895.

The overall display at the one-month pop-up, launched on 19 August, features one million crystals from Swarovski. It has an upbeat basketball theme with a sparkling back wall, a basketball net and a basketball covered in crystals bearing the ALES GREY logo.

Swarovski ALES GREY

The ALES GREY sneakers to get the crystal-incrusted treatment are the "Battalion Hi" and the "Battalion Low". Alongside the sneaker launch is the ALES GREY ready-to-wear clothing line, presenting upcycled, hand-picked vintage T-shirts (circa 1995) - glittering with Swarovski ‘Crystal Electric Lacquer’ crystals, which is also a UK launch in itself. ALES GREY is one of the first companies in the world to showcase Swarovski’s state-of-the-art UV crystals.

A portion of every pair of sneakers' retail price is going towards supporting the Los Angeles-based creative campus known as the Inner-City Art organisation.

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