With the first drop of the Thom Browne x ASICS Gel Kayno 14 nearly sold out, the narrative around the collaboration continues to evolve, this time through a cinematic project led by Scottish photographer Robbie Lawrence.
Titled The Working Hour, the project shifts focus away from the product alone and into something more atmospheric: an exploration of movement, routine, and the quiet poetry of everyday life in Japan. Posing questions like “how many strangers did you pass today?” and “how many times did you see the color blue?”, the series leans into observation and repetition, mirroring both the rhythm of city life and the discipline embedded brand identity.
Lawrence, known for his deeply human, documentary-style photography, feels like a natural fit here. His work often captures fleeting, intimate moments, blending realism with a kind of soft surrealism, aligning seamlessly with Thom Browne’s meticulous, narrative-driven world and ASICS’ performance heritage.
The project is layered with collaborators across disciplines including styling by Hannes Hetta, words by Durga Chew-Bose, music by Sega Bodega and Lucinda Chua, and photography by Eoin McLoughlin, all contributing to a multidimensional experience that extends beyond a traditional campaign.
What makes this collaboration resonate is its restraint. Rather than leaning into overt branding or high-gloss spectacle, The Working Hour invites a slower gaze, one that reflects both the precision of Thom Browne’s tailoring and the intentionality of ASICS’ design language. It’s less about performance in the athletic sense, and more about the performance of daily life.
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