Unimatic, GQ watch editor Cam Wolf once noted, operates a little like a streetwear label, releasing limited-edition drops with a wide spectrum of collaborators. The cult-loved Milanese label was only founded in 2015, but the U1, its flagship model, has quickly endeared it to ticker buffs the world over. In 2024, Wolf wrote, it’s akin to Unimatic’s Jordan 1, “the timeless template that interlopers are eager to remake with their own designs, but remains handsome enough to stand on its own.” So much so, in fact, that the high-minded aesthetes at MoMa stock it in their elite gift shop—and put it on sale just in time for the holidays.
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