Decoding the Pinnacle of Cold-Weather Style
Rewriting the Winter Wardrobe Playbook
In a season saturated by transient trends and algorithm-driven style, Jordan Brand asserts itself as a beacon for those seeking enduring substance and sartorial authority. With its bold manifesto, “Coldest in the Game,” the brand unveils an elevated winter footwear lineup alongside two thoughtfully engineered apparel collections—each designed to meet the demands of the elements without sacrificing aesthetic impact. The result: the alpine-inspired Mountainside range and the camo-infused Realtree collection, interpreted through the lens of a striking Hypebae campaign that distills the essence of contemporary winter dressing.
A New Definition of “Cold”
Redefining “Cold” Through Creative Vision
At the heart of this seasonal evolution is James Loach, London’s visionary stylist and creative consultant. Lauded for his boundary-defying approach, Loach infuses the collections and their Air Jordan counterparts with a sense of narrative and authenticity. “These style profiles speak to people—not just for their utility, but for their narrative,” he explains. In his conversation with Hypebae, Loach unpacks how these pieces move beyond the noise of fleeting trends, instead anchoring themselves in the lived realities and aesthetics of two interconnected communities.
Heritage and Innovation in Harmony
Realtree and Mountainside: Dual Forces in Winter Fashion
“Camo is foundational to streetwear culture—be it snow camo or digital variants,” Loach notes. “Realtree has always been the blueprint, and it’s exhilarating to see that legacy honored with renewed relevance.” The Realtree collection pays homage to this heritage, while the Mountainside line embodies a technical, athletic sensibility resonant with the post-pandemic rise of gorp-core—a movement defined by the fusion of performance wear and urban sophistication. “Gorp-core isn’t reserved for the mountains,” says Loach. “Across cities, there’s a movement styling GORE-TEX and technical outerwear with softer, unexpected elements like tailored shirts. This collection is an invitation to experiment with creative layering.”
The Power of Community-Driven Inspiration
Inspirations Rooted in Community
Loach’s creative process is deeply informed by his London upbringing and a global perspective, drawing from the individuality of friends and the ever-evolving Jordan community. “I’m constantly inspired by the people and energy around me,” he reflects. “For this campaign, I channeled that collective knowledge and passion into a unified narrative.” The result is an authentic, collaborative spirit that signals a paradigm shift in the way winter style is conceptualized and experienced.
Elevating Winter Dressing: A Study in Contrast and Construction
A Masterclass in Contrast and Construction
Hypebae’s editorial captures ensembles that are nothing less than a masterclass in layering and visual interplay. Each look is meticulously constructed, balancing structure with fluidity and juxtaposing textures and hues for maximum impact. “My aim was to distill the essence of winter’s edge,” Loach shares. “I experimented with materials—nylon, wool, fleece, cashmere, cotton—to craft contrasts in both silhouette and tone. Each fabric choice is intentional, contributing warmth, definition, or an unexpected accent that elevates the outfit.”
The Statement Sneaker: Air Jordan 1 Element Low
The Essential Statement: Air Jordan 1 Element Low
Serving as the anchor for these winter-ready looks is the Air Jordan 1 Element Low—a sleek, functional silhouette distinguished by its wraparound tread spike. Loach describes it as “a synthesis of two distinct energies.” The sneaker features a bold blue spike for statement-making appeal, while the black version offers a discreet, almost covert aesthetic—each equally at home on urban terrain or snow-dusted streets. This duality not only complements both apparel collections but also signals a definitive step forward for versatile, winter-proof footwear.
Embracing the “Coldest in the Game” Ethos
Owning the “Coldest in the Game” Ethos
What does it truly mean to be the “Coldest in the Game”? For Loach, the answer is both empowering and pragmatic: “If you like it, own it—don’t be afraid to experiment. To build a truly cold wardrobe, put in the time: study references, discover your preferences. Ultimately, you’ll craft a wardrobe that’s flawless—your personal 10 out of 10.”
Explore the full Hypebae campaign lookbook above. The Mountainside and Realtree collections are available now at Jordan Brand. For the complete editorial gallery, visit Hypebae.
