Equinox, the high-performance lifestyle leader, has unveiled an unprecedented new take on its acclaimed “Commit To Something” campaign with “Commitment, A Collection by Equinox,” featuring seven one-of-a-kind luxury goods inspired by the passion and persistence of some of the most committed people and organizations on earth.
In an on-demand world where everything is a swipe away and anything can be bought if the price is right, Commitment, A Collection by Equinox was conceived to subvert our typical perceptions of luxury. From “The Truth Lipstick” to “Eau de Blood, Sweat and Tears,” each product serves as beautiful proof of commitment in a noncommittal world. The catch? Nothing is for sale.
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Designed by some of the world’s most provocative fashion forces including Off-White’s Virgil Abloh, Shayne Oliver, Y/Project and Eckhaus Latta, the products explore the real-life stories behind The Washington Post’s truth-seeking journalists, the gay civil rights pioneers of The Stonewall Inn, marathoner/activist Kathrine Switzer, and other fiercely committed people and organizations.
“We’re living in a time where commitment has become a relative rarity, so the stories we’re sharing as part of this year’s campaign feel especially important as a catalyst for inspiring others to accomplish their own goals—both inside and outside the four walls of our clubs,” said Vimla Black Gupta, Chief Marketing Officer of Equinox Fitness Clubs.
Throughout 2018, several of the items from the collection will be auctioned off, with proceeds donated to nonprofit organizations of importance to the people and organizations behind each, including Equinox’s longtime charitable partners, Memorial Sloan Kettering Cancer Center and The Heroes Project.
With designers curated by stylist Mel Ottenberg, Equinox commissioned the production of these one-of-a-kind items:
1. The Truth Lipstick: Made from blank newspaper pages from The Washington Post. Symbolizes the organization’s commitment to free press and journalistic integrity. Lipstick Case designed by Mel Ottenberg.
2. The Law Suit: Designed by Eckhaus Latta, and made from case files of lawyer James Thornton, founder of nonprofit ClientEarth who, over four decades, has committed to fighting for the environment because it can’t fight for itself. Symbolizes Thornton’s commitment to solving the greatest challenges faced by our planet.
3. Stonewall Stilettos: Designed by Shayne Oliver, and made from the actual pleather from the banquettes at The Stonewall Inn. Symbolizes the commitment of early activists fighting for LGBTQA rights.
4. The Shades of Humanity: Designed by Adam Selman, and made from the camera lens of 2016 Instagram photographer of the year, Ruddy Roye. Symbolizes Ruddy Roye’s commitment to capturing the stories that often go unseen.
5. Eau De Blood, Sweat & Tears: Bottle designed by Rafael de Cardenas/Architecture at Large with a custom scent by 12.29, the fragrance was infused with the actual DNA of Kathrine Switzer, the first woman to run the Boston Marathon. Symbolizes Switzer’s commitment to equal rights for all female athletes.
6. The Scrubs Sweatsuit: Designed by Off-White’s Virgil Abloh, and inspired by the workwear of dedicated oncologists like those at Memorial Sloan Kettering, who patient by patient, are committed to fighting the war on cancer daily.
7. The Real Camo Jacket: Designed by Y/Project (Glenn Martens) and made using actual material from the uniforms of four Heroes Project veterans, celebrating our partnership with the Heroes Project. Symbolizes The Heroes Project’s commitment to wounded veterans, who changes lives by empowering and enabling these veterans to climb the world’s seven summits. Materials donated by Charlie Linville (Jacket from his Battle Dress Uniform, including name patch, piece of his boot that he was wearing when he stepped on an IED and lost his leg, piece of rope that went to the top of Everest, belt buckle from dress uniform); Brad Ivanchan (belt when in combat); Carlos Torres (Jacket from his BDU’s, including his name patch); Kionte Storey (Bracelet from when he was in combat).
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