Decoding Jordan Brand’s Coldest Winter Fits

As part of a new Hypebeast campaign, contributing stylist James Loach weighs in on this season’s trend-setting styles.

With an influx of new trends infiltrating our social media feeds every day, Jordan brand is on hand to make the process of compiling your winter wardrobe that bit easier. Under its new manifesto, “Coldest in the Game,” it launches a range of footwear as well as two new collections complete with all the pieces that boldly beat the chill.

From the ski-inspired Mountainside range to the camo-enriched Realtree collection, the latest offerings come together to deliver two contemporary winter aesthetics, which now go head-to-head in a new Hypebeast-produced campaign. Rethinking what “cold” means today, we team up with London-based trailblazing stylist and creative consultant James Loach who puts his interpretation on the collections and accompanying Air Jordan footwear.

“These style profiles clearly speak to people, and not just out of purpose,” shares Loach. As Hypebeast catches up with the stylist following the shoot, he explains how the two collections are more than fleeting trends but instead, run deep in two core communities. “For a culture that’s championing streetwear, camo is such an integral part of the wardrobe – whether it’s snow camo or digi camo,” he adds. “For me, Realtree camo is the original. It’s always been there, but I love how people are now putting respect on the history of realtree itself.”

The Mountainside collection, alternatively, leans towards a more sporty and technical look, aligning more with the gorp-core trend that rose in popularity after the pandemic, becoming a staple for its technical features that can take on any condition. “Beyond the mountainside, there’s a gorp-core community in cities that are styling GORE-TEX and these outerwear pieces with less harsh accessories like shirts,” says Loach. “This collection gives you an experimental platform where you can do this.”

As well as tapping into these two profiles, the stylist harnesses his background growing up in London, as well as travelling to new places, where he’s met people who proudly count themselves as part of the Jordan brand community. “I like being able to pick from other inspirations like my friends. They have that same eye for style that I do,” he shares. “My approach was to just rinse all that knowledge, passion and stylistic goodness into one story.”

The final looks featured in the campaign result in a uniquely structural form, achieved by clever layering and color play. “I wanted to emphasize that real chill of winter,” reflects the stylist. “I intentionally paired different fabrics together, such as nylons, wools, fleeces, cashmeres, and cottons. It’s about having those counterparts working together in different ways, each providing different purposes; whether it’s shape, texture, or purely for color – having another piece of clothing highlighted off the reflection of it.”

Complementing the curated styles, the newly released Air Jordan 1 Element Low serves as the functional yet versatile base with its wraparound tread spike that Loach calls, “a striking blend of two DNAs.” He goes on to say, “The tread spike wrap is more noticeable on the blue, but the black acts like a stealthy piece of kit on icy streets and snowy terrain. That’s what makes it a staple.”

So how exactly do you apply this styling blueprint to be the Coldest in the Game? The simple answer: “If you like it, own it,” exclaims Loach. “I’ve learnt you should never be afraid to try. If you want a really cold wardrobe, then spend the time, study the references, and understand what you love or what you don’t. Ultimately, you’re only going to be left with a 10/10 outfit.”

Discover the full campaign lookbook produced by Hypebeast in the gallery above.

You can now shop the Mountainside and Realtree collections on Jordan brand’s website now.