Brand Spotlights: Elizabeth and James Ermenegildo Zegna, Samuelsohn

footwear SNEAKER CULTURE

FROM HUMBLE BEGINNINGS TO LUXURY TRIMMINGS. BY STEPHEN GARNER

Sneakers have long played a part in American pop culture, serving the athletic community and the fashion-obsessed alike. With the recent emergence of the trend known as “athleisure,” luxury brands are transforming the once-basic sneaker into a high-end necessity for every closet.

From a style standpoint, men are paying more attention to their footwear and seeking standout shoes. Trend forecaster Matt Feniger of WGSN explains, “Sneakers check off a lot of boxes: they’re comfortable, seasonless, and now can even be a statement item.”

Designers like Y-3, Stella McCartney and Jeremy Scott for Adidas were among the first to enter the luxe sneaker arena, leading next to collaborations like Riccardo Tisci for Nike and Raf Simons for Adidas. Today, many brands look to what people are wearing on the streets and what’s trending on social media, then reinterpret the designs for their customers’ taste (a great example of the trickle-up theory, with lower-end skate and streetwear style influencing high-end fashion).

Adam Derrick, creative director of To Boot New York, explains why dressier shoe brands like his are entering the sneaker biz: “As a lifestyle brand, I want to offer the footwear our customer needs for the office, for his weekends and nights out. The sneaker collection broadens our assortment and allows our customer to find everything he’s looking for.”

Other designers are also stepping up their sneaker games. Salvatore Ferragamo, for example, is launching a digital interview series, featuring Douglas Booth and music by A$AP Rocky, that celebrates its new premier sneakers. Z Zegna is touting the launch of its new sneaker collection, which features luxurious nappas and suedes, technical meshes and printed stingray leather.

“I don’t see the popularity of sneakers slowing down anytime soon; the athleisure and city sport trends continue to evolve and dominate season after season,” concludes Feniger. “There has been an overall cultural shift to a healthier lifestyle, so even if the athleisure trend begins to dwindle, an active lifestyle will remain an important aspect of guys’ daily lives.”

So go ahead: invest in statement sneakers that will take you from workout to weekend and beyond.

HISTORICAL HIGHLIGHTS

1892 The first pair of Keds—an innovative combination of rubber bottoms with a canvas top—is developed by the U.S. Rubber Company. 1917 Marquis Converse produces the Converse All-Star, the first shoe made specifically for playing basketball. 1923 Indiana hoops star Chuck Taylor endorses Converse and helps redesign the shoe. His signature is added to the footwear. 1924 Sneakers go global when Adi Dassler creates Adidas in Germany. It quickly becomes the most popular athletic shoe brand in the world. 1950s After celebrities are shown wearing sneakers as fashion in several popular movies, teens around the world follow suit. Sneakers are no longer relegated to the world of athletics. 1984 Michael Jordan signs with Nike to create his first Air Jordans. Sneaker culture is changed forever. 2007 Lanvin introduces its signature suede and patent leather sneaker and the highfashion sneaker is placed firmly on the map. 2013 New Balance and Nike announce the first mass-produced athletic shoes with 3-D printed soles, kicking off a new age in customized footwear.