Under Armour Releases ‘Curry Lux’ With Event at Concepts NYC

On a balmy night in downtown Manhattan, Concepts and Under Armour celebrated the release of the Curry Lux in a truly unique way.

Instead of a glitzy presentation you’d normally associate with a ‘Lux’ product, Concepts and UA went a different route and decided to pay tribute to Curry’s Davidson roots. The two brands transformed  the Concepts NYC retail space to replicate Curry’s old dorm room at his alma mater, complete with all the accoutrements you’d expect to see in a college student’s living space. Amongst the items on display were text books, old homework, Ramen noodles, hygiene products, crushed Pringles on the floor, and of course, his new signature model.

The Curry Lux is the first of what promises to be a full off-court collection for the Warriors’ star and consists of four pairs of mids and one low model. Retail for the Mids comes in at $150 and the Lows come in at $140. The model dropped exclusively at Concepts on August 5 and is now available at select retailers. Each colorway is limited to just 600 pairs so don’t sleep if you intend on adding these to your collections.

Photos via Rajah Allarey