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18th August 2022 EDT RELEASES

PLEASURES Puts the Gel Back in ASICS GEL-Lyte III

Or so the controversial fashion label claimed on their Instagram. Years after their first collaboration, PLEASURES makes their mark on one of today's most popular silhouettes!


Since their founding not long ago in 2015, the Los Angeles-born streetwear brand has made waves in street and sneaker communities, producing grunge, metal and punk-inspired designs while collaborating with countless brands. Named PLEASURES, the brand became infamous when they printed and sold t-shirts featuring the late Kurt Cobain’s suicide note, placing them firmly within the public eye, albeit for morally… grey reasons.

Pleasures Kurt Cobain Suicide Note Tshirt

Besides the controversy, however, PLEASURES does put out some pretty interesting stuff. The newest product on the block is part of their ongoing collaboration with high-tech active footwear brand ASICS: they dropped an earthy GEL-Nandi OG back in Winter 2020, and now they’ve moved on to place their mark on the highly popular GEL-Lyte III silhouette.

The pairs newest creation comes pictured in (rather beautiful) official campaign imagery with bouquets of flowers and leaves replacing the legs that ‘wear’ the shoes. Besides the fascinating choice of background and subjects for the images, the shoe itself sports a pleasant combination of white, grey, black and off-white. All of this is outlined by a natural forest green piping that accentuates the sneaker’s design lines and grey suede accents. To wrap up the new model, green ASICS and “GEL” branding appear at their typical spots on the heel tab, with PLEASURES’ blocky text logo embossed in shiny silver just below.

A week ago, PLEASURES released a close-up photo of a gooey, translucent gel-like substance dripping off shoe’s heel, captioned “Putting the GEL back in Gel-Lyte III…”, serving as both a satirical quip at their collaborative partner, as well as a reminder to fans to ready themselves for the drop…

With that being said, what can be expected for the official release of this highly-anticipated collab? If PLEASURES’ teasing (heh) is anything to go by, we can bank on a drop as early as the first half of September 2022. Knowing the brand, it will almost definitely be a limited release – but besides these predictions, not much else is known yet. Stay tuned for more release details as we head into the second half of August!

In other Lyte Gel news, Kith and ASICS have collaborated to create a citrusy “Super Orange” Gel-Lyte II.

(Photos via @pleasures)