In marking its fifteenth anniversary, Melbourne’s cult sneaker boutique UP THERE turns inward, reflecting on its history, relationships, and community through a medium it understands best — the sneaker. The result is the ASICS GEL-KAYANO 12.1 “Natsukashii”, a collaborative project that celebrates a decade and a half of craftsmanship, storytelling, and quiet innovation. Scheduled to drop in October 2025, the release merges the technical precision of ASICS with UP THERE’s refined design language, revisiting their shared journey in sneaker culture.

The word natsukashii — Japanese for “nostalgic happiness” — anchors the collaboration in feeling rather than flash. It encapsulates the warmth of memory, that moment when familiarity stirs the senses. In the context of UP THERE’s 15-year milestone, natsukashii becomes both concept and compass: an emotional bridge between past and present, Tokyo and Melbourne, running technology and streetwear sentiment.

The Boutique That Defined a City’s Sneaker Scene

Founded in 2010, UP THERE began as a humble shop on Flinders Lane, serving Melbourne’s growing sneaker and fashion underground. Over time, it became a cornerstone of Australia’s boutique retail scene — the place where Japan’s performance aesthetics met Europe’s design minimalism. From Nike and New Balance to ASICS and Salomon, the store developed a reputation for curating sneakers not just as footwear but as cultural artifacts.

As the boutique evolved, collaborations became a way to articulate its vision. Projects like the ASICS GEL-LYTE III “Kookaburra” and the GEL-1130 “Iridescent” established UP THERE as a creative partner capable of bringing narrative depth to performance silhouettes. The GEL-KAYANO 12.1 marks their fourth collaboration with ASICS, but it also represents a full-circle moment: the boutique paying homage to its own legacy while continuing to push forward.

The GEL-KAYANO 12.1: Bridging Eras

Originally introduced in the late 2000s, the GEL-KAYANO 12 embodied ASICS’ transition from purely functional running design to modern techwear influence. It represented the brand’s mastery of cushioning, motion control, and biomechanical innovation. The GEL-KAYANO 12.1 — the latest evolution — borrows the same ethos of advancement but adapts it for today’s lifestyle context.

UP THERE’s interpretation is understated but deeply considered. Built on a grey mesh base, the shoe balances breathability with neutral sophistication. Overlays of olive patent leather wrap around the upper, reflecting light without shouting for attention. The result is an almost industrial-organic look — a sneaker that could move seamlessly from Melbourne’s laneways to Tokyo’s Shibuya crossings.

Subtle Engineering, Poetic Restraint

Every element of the GEL-KAYANO 12.1 “Natsukashii” feels designed with intention. The forefoot flex zone, previously marked by printed detailing, has been reimagined with layered mesh and fused TPU accents, emphasizing motion and texture. Beneath, ASICS’ legendary Guidance Line midsole technology returns, but here it’s threaded with UP THERE’s signature green hue — a quiet signature that long-time followers will immediately recognize.

Contrasting this earth-toned upper, Signal Red rubber punctuates the outsole’s traction zone. It’s a daring yet elegant accent, a nod to the passion that drives both performance and creativity. Internally, a co-branded footbed drenched in the same green hue continues the motif, hiding vibrancy inside restraint — much like the boutique’s own ethos.

Even the model’s code name, 1203A869-021, hints at ASICS’ archival precision. Small details — the mesh inspired by the GEL-KAYANO 20, lining from the GEL-KINSEI 4, and midsole geometry from the GEL-NIMBUS 17 — connect this release to ASICS’ larger continuum of design.

Branding remains discreet, almost elusive. The “UP THERE” heel tag appears upside-down, an intentional inversion symbolizing reflection — a boutique looking back on its journey while standing firmly in the present.

“Natsukashii”: Memory as Design Language

What makes the UP THERE × ASICS collaboration so effective isn’t the colorway or construction alone — it’s the emotional framework behind it. In choosing natsukashii as the theme, the team rejects the trend of maximalist storytelling in favor of introspection. Instead of overt nostalgia or flashy logos, the sneaker expresses remembrance through craft: tactile textures, subtle contrasts, and a rhythm of design that feels familiar yet renewed.

In Japan, natsukashii is not sadness — it’s the joy of remembering. For UP THERE, that means celebrating 15 years of evolution, of staff becoming family, of customers growing alongside them. The sneaker thus functions as a totem — a wearable time capsule that captures moments from both brands’ histories.

The Drop: Local Roots, Global Eyes

The UP THERE × ASICS GEL-KAYANO 12.1 “Natsukashii” will release through a raffle hosted on uptherestore.com, with entries opening September 29, 2025, and winners drawn on October 9. A global release via ASICS and select retailers will follow on October 11. The sneaker retails for AU $300, aligning with the brand’s premium craftsmanship tier, and will be distributed under ASICS Australia’s EQL launch model to ensure fair access.

For those visiting Melbourne, the anniversary will also be celebrated at UP THERE’s flagship store on 69 Flinders Lane, where the founders plan to reconnect directly with the community that shaped their story. Expect in-store displays chronicling past collaborations, unseen samples, and archival imagery that bridges each chapter of their journey.

Shoe as Storytelling Object

The beauty of this release lies in how it transforms a running shoe into a vessel of memory. Rather than chasing hype cycles, UP THERE’s work with ASICS honors the emotional side of sneaker culture — the nostalgia of first pairs, of friendships formed over drops, of shared discoveries in design.

In an era where collaborations often feel transactional, the GEL-KAYANO 12.1 “Natsukashii” feels personal. It resists spectacle in favor of sincerity, embodying the sentiment that longevity itself is worth celebrating. The shoe’s very construction — from the mesh references to the restrained branding — becomes an act of storytelling.

Legacy, Longevity, and the Next Chapter

Fifteen years in, UP THERE’s place in sneaker culture feels secure not because of hype but because of consistency and community. The boutique has never rushed to chase trends; instead, it has nurtured relationships with brands that align with its sensibilities. ASICS, with its rich technical heritage and design discipline, remains an ideal partner.

The GEL-KAYANO 12.1 “Natsukashii” signals not just reflection but renewal — a reminder that the next chapter begins by honoring the last. Through the lens of a single sneaker, UP THERE reminds the culture at large that progress and nostalgia can coexist; that looking back can propel you forward.

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