Jesse James
The six god and the good folks over at Nike are back in the news. The two have come together to officially announce a brand-new collaborative line dubbed NOCTA. The new collection is inspired by the nocturnal ways of Drake’s creative process. The line will also blend street fashion scenes of Toronto, London, and Paris. NOCTA’s initial offerings seem to feature a collection of tonal-colored jackets and sweatsuits.
Seen in the few images made available, the collection includes yellow jackets with black “NOCTA” text, while a “CL” hit adds a unique approach. The pieces also feature large tonal Swoosh outlines. Only one image of a single hoodie is seen, boasting a yellow body with a small black Swoosh on the chest and black drawcords. The collaborative range is a new chapter for Drake.
After working with the Jordan Brand since 2013, the new collection arrives after being spotted in Nike gear through the years. He was even seen next to brand CEO John Donahoe at the Swoosh’s February 2020’s Future Sport Forum. Drake even penned an essay regarding the collaboration.
Check out the new collection in the images and head over to the NOCTA website for further info. Look for the new collaborative collection to arrive at the Nike website on December 18th. In the meantime, keep it locked with The Culture Curators for more style and streetwear selection coming soon.
Drake’s Essay
This moment is full circle for me.
I mean, growing up, Nike was everything. It felt like every shoe I wanted, every athlete I liked, everything I owned was Nike. It didn’t mean anything unless it had a Swoosh.
I remember watching all these athletes repping Nike — each doing the unthinkable — and how inspiring it was. I always felt like there was an opportunity for Nike to embrace an entertainer the same way they had athletes. I thought about how crazy it would have been and what it would have meant for an artist to have a flagship Nike deal.
NOCTA is a realization of all these thoughts and everything I had hoped for — from the culture it’s rooted into the product and, most importantly, to the partnership and scale that allows me to share it with the world.
NOCTA is about creating something for people on the move. People who want functional, comfortable fits that are adaptable from one environment to the next.
But as much as it’s about what we make, it’s also about a mindset: an unforgiving drive, a relentlessness. Characterized by the type who are on the road all day, all night — the grinders, the hard workers — trying to accomplish their goals and taking no short cuts.
That mindset also includes loyalty and team. Whether you are in Toronto, London, or Paris, there’s this uniform look — Nike Tech Fleece, the gloves, the hat — and it has a real team feel. I wanted to take a piece of that culture that I grew up with, that school of thought, and bring the best to it. With NOCTA, we were trying to make the hardest jacket, the hardest tracksuit, the hardest gloves. Just the best of that world.
This opportunity is something that I’ve been waiting on for a really long time. To be associated with the highest level possible — that was always my goal. We put in a lot of hard work, a lot of man and woman hours, during the last two years. To see it all coming to fruition starts an exciting new chapter in my life.
Photos via Nike
