by Brendan Dunne

Images by Liz Barclay

Concepts will once again be serving sneakers, this time the coke white Asics Gel Lyte V, out of its new NYC location at 225 Hudson St.

The new build-out is at the opposite end of the spectrum of the fancy set up for the 'Rose' New Balance 997 that the shop started out with in NYC. The shop's facade is now covered in plywood, and the space can only be entered via a dimly lit hallway that's plastered with imagery hinting at the wink-and-nod contraband theme behind the shoe. Then there's the apparel, which sports eight ball imagery and other innuendo.

The Concepts x Asics Gel Lyte V collab will release at Concepts NYC tomorrow beginning at 6PM est.