Joining Forces With Gammastudion

The Jewel Swoosh Air Force 1's holds a rich history; known for being a common sneaker of choice among creatives in the streets of New York City in the late '90s and early '00s. For the release of the 'NYC Cool Grey' and 'NYC White' colorways, we joined forces with Stockholm-based creative collective Gammastudion to let them define the future of the silhouette. Gammastudion is a merge of three brains whose creativity molds into everything from one-of-a-kind handcrafted interior, to limited apparel. Always innovative, fun, and aesthetically pleasing. Needless to say, GAMMA is a force of creativity to be reckoned with in the streets of Stockholm.

We sat down with the crew to dig deeper into their minds about the inspiration behind their artwork, the strength in working together, and what they think the future holds for the Nike Air Force 1 Mid.

SNS : Can you tell us a little bit about yourself and Gammastudion?

Noah : GAMMA is a design studio based in Stockholm, originating in a preoccupation with aesthetics, whether it revolves around fashion or interior. Having been fascinated by entrepreneurship and brand building since my teens, creating GAMMA has been a very important step towards the right direction.

Paul : I’m born and raised in Södermalm which has always led to SNS being my go to sneaker store. At the moment I’m studying fashion at Beckmans College Of Design.

Viktoria : I’m a versatile creative who got into fashion a few years back through photography and then moved on to studying design at Beckmans in Stockholm and started Gammastudion together with Noah and Paul.

SNS : Is there a story behind your name GAMMA?

Paul : So the name GAMMA was actually made up way before we started to build the brand. I’ve always been piling up names in my notes. So when we got the idea that we wanted to start a design studio together, I went through all my old notes and found GAMMA, which also coincidentally means three.

SNS : Why do you think you work so well as a collective?

Viktoria : We complement each other's skills really well and we trust each other's taste and opinions. GAMMA is really just a merge of all three of our brains and ideas which so far always ends in something innovative, fun and aesthetically pleasing.

SNS : Something particular that inspired you for this shoot?

Paul : Heavy layering, intense pattern combinations and outdoor gear. Creating a silhouette that’s more than human. This shoot was made the same way we figured out the GAMMA aesthetic, by working closely and freely with each other.

SNS : You mentioned that the dummies represent the three of you. Can you tell us about that?

Noah : Since the start of GAMMA, it’s been very important for us to eliminate individualism to a certain extent. In a community where a lot of focus is based around “the creator” and the individual mind behind a body of work, one of our goals is to let our brand be self-sufficient and unattached to us as founders. The dummies we’re a fun and challenging way of introducing the three of us without really putting our faces in the frame.

Viktoria : Exactly, we are all three creatives and the focus is not for us to take personal credit for the work we do but rather let GAMMA stand for everything that we do as a brand.

SNS : Tell us a bit about the process of creating this shoot.

Viktoria : Straight after the first meeting with SNS about this project we went to a bar at Götgatan and came up with the idea over two beers. After that we just had to put all the pieces of the puzzle together for the shoot.

SNS : What do you like about the Nike Air Force 1 Mid Jewel?

Noah : The AF1 Mid Jewel is a very good representation of balance in some sense. I’ve always viewed the shoe as a classic chunky silhouette, representing stability and authority, while the Jewel swoosh being more of a modern and soft logo, ascending from minimalism and simplicity. This makes the shoe a good example of how we like to interpret equilibrium into our work process.

SNS : Nike Air Force 1 is a permanent element in Stockholms fashion scene. Why do you think that is?

Paul : It’s the best, most classical chunky shoe there is. It’s a shoe that almost everyone has worn at some point and it keeps being relevant. If you want a monochrome sneaker there is no better choice.

SNS : With Nike Air Force 1’ s rich history. What do you think awaits in the future for the silhouette?

Viktoria : Since it’s such a timeless silhouette that’s been relevant for decades I think it’s up to today’s younger generation to define the future of the sneaker and how it will be worn in real life. It’s really an honour for GAMMA to be able to contribute to that through this project.

SNS : What’s awaits in the future for Gammastudion?

Noah : More rugged and handcrafted interior. Further sustainable solutions for our products, and a broader community of people being a part of the brand's development. Also being able to solidify our name on an international level.

Viktoria : We will continue to work with low quantities of products within interior and fashion but still welcome more people to take part of our vision. The focus will always be to maximize our creativity for upcoming designs and campaigns.

SNS : What do you listen to at the moment?

Viktoria : Haley Bridge.

Noah : A Lot of ‘Sunday Service Choir’ right now !

Paul : I listen to so many different genres but album wise, Chet Baker Sings has been colouring my week. All though I have to say that today’s song is Smoke Hole - Sad Night Dynamite.

SNS : Lastly, top things to do in Stockholm?

Paul : What to do in Stockholm? Hmm it’s a really difficult question but one thing is for sure, you have to grab lunch at Calle P.

Viktoria : The best experience of Stockholm is probably when you get to a viewpoint so you can experience the city and architecture from above.