LACED UP ONE
ISSUE
SUPPLYING YOUR FEET
www.cultureshiftuk.com
SHIFTING PERSPECTIVES
AD
4
FOR THE READER
This magazine is a journey of growth, of education and of love for the sneaker industry. Those who contributed to the magazine have the same fire and dedication to the sneaker industry as you, so we made the following pages something digestible, educational and well worth the read. I’d like to congratulate all the writers for creating quality pieces of content. A further huge thank you to Laura from Gwent Grails for providing exceptional images that bought the entire magazine together. This magazine is something I hope you read and never take for granted. It’s your bible from now on and I’m forever proud for creating something to help all women who love sneakers and who want to be heard. Your voice matters. Rosey x
5
Contributors Words Chelsea Abili Sophie Pitt Rosey Mills Rav Kumar Esh Jugal Photography Rosey Mills Gwent Grails Tegan Price
Illustrations Hannah Philbert Tegan Price
Editor & Creative Direction Rosey Mills
6
THINGS TO LOVE
n Tega
Price Ye e
zy
Drip
?
nny
Su py/
San
dy K aur
7
Image Credits: George Evans
BEHIND HYPE
By Sophie Pitt
Image Credits: Mike Von
Everyone’s most likely heard the term HypeBeast; if you hadn’t, then you most likely wouldn’t be reading this magazine right now. But does everyone know the meaning and the history of the word? As well as the culture behind it? The term HypeBeast was initially coined back in 2005, defined by Urban Dictionary as “Someone who loves trends, especially those on shoes and clothing. You can spot hype beasts wearing Supreme/ Thrasher shirts, Yeezy’s, etc.” However, its popularity only seemed to increase. It began to hold water when Trinidad James dropped a line,
“Hypebeasts we know aboutchea, don’t buy shoes unless they are popular” in his song “All Gold Everything” back in 2012.
9
Several brands have clutched onto and thrive off Hype culture. Take Supreme, for example; the brand has surrounded itself with hype culture since the very beginning. Originating in 1994, Soho, Manhattan, Supreme was created based on being authentic and catering to a specific audience. Founded by James Jebbia, the Soho store began selling
hoodies and sweatshirts aimed at the upcoming New York skate scene, and anyone who owned a garment from the brand was seen to be part of an exclusive club. Since the brand has sold the most random items purely for hype’s sake. In 2017, thousands of fans took to the streets and queued for 10 hours to get their hands on Supreme labelled items, with one paying $400 for a crowbar. When questioned by news channels, the owner of the recently acquired
Image Credits: Mike Von
If you were immersed in Hype culture back in the 90s when the collective of ideas was initially formed, you would have been known as a Sneakerhead. Someone who collects popular sneakers and eventually re-sells them. Although the sneakerhead still very much exists today, the lines between a HypeBeast and sneakerhead are a little blurry. Essentially, a Sneakerhead buys popular shoes to collect and re-sell, whereas the HypeBeast purchases the latest drops for the sake of wearing the brand name.
crowbar admitted he would never use it. He just had it for the hype. Today, brands approach hype in an even more lowkey way. Take Cortiez, the London Based brand dominating the current streetwear scene. Cortiez was created in the bedroom of founder Clint back in 2017, screen-printing his illustrations onto crewnecks and t-shirts. The only element of advertising the brand ever used was social media, and even then, this was done from a private and exclusive account. In August 2019, the brand took to the streets of London, handing out 50 t-shirts and creating a race through the streets by Hype Beasts, who needed to get their hands on the latest exclusive streetwear. When drops are released on the passwordprotected website, they sell out in seconds, with the brand not encouraging resale.
Cortiez relies on word of mouth and the quality of their items to get them through, and it’s worked. 11
This is part of Cortiez’s philosophy to keep fundamental principles behind the brand, never charging excessive amounts for garments and giving each customer an equal chance. It seems hype will never die; instead, there will always be the next brand to come along and cause
12
hysteria. But it’s worth noting, is there much point to grabbing onto trends that will inevitably one day fall off, or does the hype make it worth it?
Image Credits: Will Breen
If someone owns Cortiez garments through resale, they’re not seen as authentic, and their apparel is disregarded, making the drops that little bit sweeter for HypeBeast. The garments’ popularity and authenticity have caught the eyes of several big names, with the late Virgil Abloh sporting Cortiez socks at the 2021 Met Gala. However, despite this, Abloh was not gifted the socks. He also would have had to access the website on drop day, with an equal chance to purchase a garment than anyone else.
SMALL TALK
By Chelsea Abili
Have you ever wondered how to start a conversation with a sneakerhead? Or already had many failed attempts, which resulted in tripping over your words? This is where I come in, your short sneaker guide to perfection. So relax, take a deep breath, tie up your laces, and let’s begin this journey. You see, when it comes to sneaker knowledge, it’s all about baby steps. You gotta walk before you can run, literally. As there’s been an insane increase in the interest of sneakers in mainstream society it’s almost impossible to deny the historical portrayal
of fashion and sneaker culture. Sneakers can be seen as statements in themselves, an icon in fashion. An accessory. As a lover of shoes, the need to know about the features within sneaker design is almost essential. It’s not always about the style of the sneaker, but the storyline infused within the historical relevance, and the narrative that’s released from the social impact that’s been formulated. For example, I’m sure you’ve all heard of the Air Jordan 1, with its popularity increasing every single year, due to
its incredible mainstream style, it has led to the majority of teens and young people eager to grab a pair. This is an example of populist culture and trend setting. Its easy to get caught up in a style not knowing the historical and cultural relevance of the sneaker. Jordan 1s offer high quality performance, and are inspired from the legendary Air Jordan “Chicago” worn by Michael Jordan at the 1985 NBA All-Star Game. Cover Culture illustrates the process of downplaying aspects of identity to assimilate with dominant culture. Its
15
a very common aspect amongst the young demographic spread across the UK and US, as young people have a tendency to attach themselves to an identity or recognition that they believe appears appealing to mainstream approval in society. It leads to generations missing out on culture and political relevance within fashions. This steers the desire for validation, which can appear to defeat the initial purpose of sneaker shopping and conceal the inceptive beauty of footwear in general.
Footwear also has a way of breaking conventional stereotypes in society, and implicating unique and peculiar characteristics into sneakers, which is why it’s essential to view your sneakers as not just footwear, but statements in themselves. Take the Adidas Yeezy Foam Runner for example, designed by musical artist and creative Kanye West, it’s chunky construction evoking conversation all over the world. That’s one thing we absolutely love about footwear, its ability to be both informal
In 2020, up to 20.5 billion pairs of footwear were produced globally, making the footwear industry worth multibillions of dollars. You can see this being illustrated via sneakers being a large form of retail therapy, and its increased styles being released into the fashion and footwear industry.
“IT'S GENIUS REALLY”
16
yet conservative. Stylistic yet simplistic. Let me tell you What else is genius; footwear reselling websites and independent retail companies, which has had a widespread across the UK recently, Since the global pandemic hit and people were itching to discover more creative ways of combining their hobbies into a form of income. By the way, asking others about the resellers that they purchase from can help you not only start an informal sneaker conversation with your friends, but will also provide you with opportunities to purchase valuable products for cheaper prices. Though, when searching for good reselling websites, it’s essential to ensure you know the differences between fake and real products by going through authentication
processes to confirm the quality of the product you want to be purchasing. Fun Fact: If you’re a sneaker lover from the UK, you may be aware of the unspoken rivalry, or the almost envious view many have towards the US fashion and footwear scene, as the US is often known for being more experimental and adventurous with their footwear and overall stylistic choices, having been wearing the Air Jordan 1s loosely for many years before the UK scene jumped on the bandwagon.
17
AIR FORCE ONE
By Chelsea Abili
The Nike Air Force is a section infused within the range of athletic shoes formed specifically by Nike. Beginning with the Air Force 1, Nike then created the Air Force 2, the Air Force 3, the Air Force STS, the Air Force 5, the Air Force XXV, the Air Force 09 and heaps more. The Air Force One was designed by Bruce Kilgore and was the first basketball shoe to use the innovative Nike Air technology. The shoe has
18
Its basic but indestructible Image Credits: Marcel Strauss
I’m sure we all know of someone, whether a close friend or relative who owns a pair of Nike Air Force 1’s, or you even own a pair of them yourself. Perhaps, you’ve got a pair on your feet right now.
been a staple for years in popular culture and has been produced in many shapes and sizes, such as low, mid, and high-top styles. Not only is the Air Force One appealing but also provides a wide variety within itself.
Image Credits: Bryn Beason Mike Von
19
In 1983, the Air Force 1 was introduced as an alternative to the typical high top. However, three Baltimore businessmen met with Nike and expressed their demand for producing exclusive Air Force One’s for them which was just the tip of the iceberg when it comes to limited and collaborative editions.
Lopez, Rihanna, Kendall Jenner, Justin Timerklae and many others. It’s known for its repairable and repeatable style, many creatives using the shoe as a canvas to illustrate their artistry through designs such as cartoon characters, professional artwork and much more, another form of its distinctiveness and popularity.
The Nike Air Force has the ability to satisfy every customer group through its beautiful, artistic and amazing functions such as its comfortability and its strong soles with a solid grip. The Air Force One provides a warm and relaxing feel to the wearer at every point of time. This amazing shoe has satisfied the likes of Justin Beiber, Jennifer
Image Credits: Mike Von
As of 2022, the Nike Air Force One has become an icon of fashion, style, and comfort as people from every age group and every age demographic love these trainers for the distinctive shapes and versatile designs.
The popularity of this Nike is as strong as ever, The Air Force’s minimalist style and its approach to fashion contributes to the brands consistency. The shoe is special in the aspect that it can be matched with almost any form of clothing, from jeans to shorts to a pleated skirt, and to even a dress! What more could you desire from a sneaker? Air Force One, actually refers to the plane Air Force One, which the President of the United States travels. Since its inception in 1982, very few variations have been made in its original design, as the original design had a mesh type of material, though the later versions have been formulated without the mesh-like style. The modern version, as you know it, does not contain the features.
The later versions, 2007 onwards, come with a rectangular medallion and some come with a connected strap, as well as a velcro. Even though it comes in various color ways, it’s clear to see that the most popular ones are black on black or white on white. There’s even some popular styles such as Valentines editions and Off-White collabs. In the 1980’s, the Nike Air Force was just as popular then as they are this day. Growing more and more in popularity, the classic stylish look not only is comfortable but looks great with most casual outfits and has a rich history that appeals to fanatics. Fun fact for you, it’s known that there are over 2000 versions of Nike Air Forces that have been released into the footwear industry.
21
Q & A With Julia Lebossé
Image Credits: Julia Lebossé
By Rosey Mills
22
If you don’t follow the @Sneakersbywomen Instagram page by now you’re missing out! But we have you’re back, the genius behind the page Julia Lebossé tells you what she’s wearing on her feet for her wedding day, how to be a male ally and even what to start your collection with.
How did you start the page and what inspired you to keep going? Through always keeping up with sneaker media, especially during the lockdown I realized there was so little talk about the women in the industry/ culture. Frustrated by the fact that women are frequently unseen and unheard, I decided to do something about it and founded Sneakers by Women. Acting as an online platform/ community that celebrates the work of the unsung female heroes that work within the industry who shape streetwear and sneaker culture. While shedding light on industry inequalities and problems women face. What keeps me going is my goal. The main goal being to continue to grow a community of female and male allies who will collectively advocate for a more diverse sneaker industry! Through this inspiring and encouraging the next
generation of women to thrive in the ever evolving sneaker world. What women in the sneaker game are you looking up to right now? Who’s doing that exceptional job? The most well-known are Aleali May, Yoon Ahn, Melody Eshani, and Vashtie. They still look fantastic in their fashionable attire. In today’s sneaker world, there are a lot of women. Jessy Law and Titi Finlay are two amazing women who come to mind in the United Kingdom. They make an effort to speak out about the difficulties and challenges they face, as well as serving us with cool outfit inspo ;) What is your overall vision for 2022? What do you want to see more of in the industry? A strong emphasis on community and bringing sneaker enthusiasts together through
What can men do to help the women’s sneaker industry to grow? The first step is to become conscious of the situation. I realize that sometimes men don’t understand what it’s like to be in our shoes and that many people believe it’s just a sizing problem when it’s really much more complex. Women just want to be valued. However, communication is essential since many people are still unaware of the significant gender gap. The gap is slowly closing, but it’s still there!
To improve as an ally, keep an eye out for female colleagues, friends, and even strangers!
Image Credits: Julia Lebossé
events. We are seeing a growth in the number of incredible events that are truly enriching the sneaker community, not just in terms of hype, but also in terms of the creativity and happiness that sneakers bring to us individually and how that unites us together. This is something I hope to see more of this year!
On a night out are you wearing sneakers or heels? Obviously sneakers hahahaha, red flags all the way if you catch me in anything else! In your eyes, what are the entrance sneakers for women to buy in order to really start their collection? In my opinion, there is no right or wrong sneaker to begin with. I believe it is all about buying what you want, not what your friends, the internet, or even your family like. Purchase a pair of sneakers that you know will make you feel amazing every time you put them on, and from there you will find many more that you will love.
Sneakers and dresses, yes or no? Yesssss, whoever says no has no is missing out in my opinion. I’ll be wearing sneakers on my wedding day, that’s for sure! If you could wear one sneaker until it fell apart what would it be? The Nike Lahar Low 100000%, they are just insanely comfortable and go with everything!
25
BIGGEST DEAL IN HISTORY By Chelsea Abili
Believe it or not, there was a time when sneakers were just for your feet. Then, all of a sudden, around the mid-1980s, Nike released a pair of basketball shoes featuring a certain ex-Tarheel, and finally, the Air Jordan was born, and the rest was history.
Image Credits: Albert Vincent
28
Image Credits: Abhay Siby Matthew
Nike, founded in 1964, originally known as ‘Blue Ribbon Sports’ by Bill Bowerman, a track and field coach at the University of Oregon, and his former student Phil Knight. They opened their first retail outlet in 1966 and launched the Nike brand shoe in 1972. The company was renamed Nike Inc in 1978 and went public two years later. A brand that would provide synergy with cultural relevance to media content such as the music, sports and entertainment industry for years to come. It was known that the iconic Air Jordans series as we know its success today, almost never took off. Soon after Michael Jordan debuted the Air Jordan I, the NBA were known for eventually stepping in and banning this shoe. Crazy, we know. This was due to the fact that they featured non-regulation colors. It’s clear to say that the Jordan brand failed to adhere. Soon after, the
great basketball shoe’s popularity grew, and its success was an upward spiral. The Last Dance, a 10 part documentary about Michael Jordan’s career and his rise to fame provides lots of reference to Nike’s history, it’s unique sneaker design and how it has correlation to his success in his sports field. Due to aspects such as its sole grip and comforting feel, it’s clear to say that this shoe has great responsibility for his undenying success and prosperity. Both in the sports and entertainment industry it helped insanely with his skills which were mastered through the continuous wearing of this shoe. You’re for sure missing out if you don’t give this beautiful documentary a try, as even as a non sport fanatic, this short series is incredibly heartwarming and inspiring. It influences
you as a human being to thrive successfully in whatever field you find yourself in! Fun tip: episode five of this mind blowing documentary really manages to dive into the history of the Air Jordan, which is known for being one of the most famous, profit making footwear businesses in the entire world. A brand so successful like Nike has gone to hold the sneaker market by the tail, as it’s led to a rise in competition from sneaker brands all over the world. Every shoe brand hunting for the secret formula to success and prosperity. Back to the story. This iconic shoe was eventually born after a deal was finalized and signed in 1984. That wasn’t too long ago, you know. This goes to replicate its success even further, as its mind blowing how such a fresh sneaker brand can overpower and influence
30
culture so much in the space of less than forty years. Amazing. During this time period, Converse was the official shoe of the NBA. The company actually told the creators that they couldn’t put the Jordan shoe above the other athletes they sponsored, which, at the time, included players like Larry Bird and Magic Johnson, incredibly big names at the time. So, the Jordan brand eventually decided to go against partnering with Converse and scratch that potential deal as a whole.
Image Credits: 1milliondollas
Nike’s favorite shoe at the time was in fact, and you guessed it, Adidas! The irony! The brand had told them that they just couldn’t make a shoe like Nike work according to their brand’s appeal and structure at the time. Mhmm… yeah… no take backs. . Nike offered Jordan an incredibly far-fetched deal, one that was almost unheard of, and his father said that he’d have been a fool not to take it. So Jordan took the bid and Jordan was finally sold to Nike. And as we all know, it was a deal that changed everything…. After All business is a gamble. In 2019, US sportswear giants Nike and US retail giants Cosco were both facing product shortages and delays due to a global supply chain problem. Nike’s production delivery issues impacted products until spring the following year as they struggled with shipping
issues and a worker shortage in Asia. Nike was also grappling with issues ranging from shipping container shortages to the death of workers all over the world. In 2020, the company said that it was also facing manufacturing problems due to local lockdowns at its factories in Vietnam and Indonesia. Furthering from this, Nike is also known for having many structural weaknesses. Nike has been known for consistently targeting poor labor conditions, most likely for cheap cash. These issues often lead to larger enviromental circmstances such as low wages and child labour. Their horrific working conditions are deemed unsafe. Nike’s revenues were affected by lower product supply due to those factory closures in Vietnam. However,
31
their holiday retail sales to date have been very favorable. Nike’s biggest opportunities have emerged from Chinese markets and Indian workers where their billion new consumers have now been aspiring to western lifestyles, becoming increasingly more receptive to branding. Nike is known for having really good product quality. The company’s effective marketing campaigns have contributed to its success due to strategic marketing and innovative processes. Nike’s company is known for impacting the economy locally in many ways, as their creation of lots of jobs in the United States and throughout the world has increased their competition in the system. As of 2020, it had been revealed that Nike had a net loss per share of $0.51.
Every brand needs a USP or better yet, a noticing power. It’s essential for brands to have iconic catchphrases and celebrities endorsements, and Nike nails this on the head. They continuously use their ability to capture the attention of people all over the world and make their product stand out and rise above the competition. Thirty years ago, American apparel company Nike took a big risk. It was no secret that Michael Jordan was set to be a star in the years to come. Through Michael Jordan’s athletic success on the court, he managed to make himself and his brand into a cultural icon, which had a great impact on the game of basketball, fashion marketing, and the economy in America. Nike, offering Jordan a deal that would earn him $7 million over five years. Michael Jordan
$3 billion relationship with Nike was close to ending prematurely due to a broken foot, though while Nike helped make Jordan a billionaire, he also paved the way for Nike to leave Adidas and other competitors behind, dragging them on the floor as they step all over them, while wearing Air Jordan 1’s, of course….
Image Credits: Allef Vinicius
33
How high can you dunk?
34
you dunk?
How high can
Image Credits: Tegan Price Studio
CHANGE IN SPORT By Rosey Mills
1972 In the year of 1972, the US Congress passed a bill that enforced gender equality in schools, including sport. A week later, ‘Blue Ribbon Sport’ partnered with former University of Oregon runners. They created t-shirts and gave us free shoes at the Olympic Track and Field Trials. These shoes were part of a new brand and featured a usual tick on the side. The shoes were called Nike, named after the Greek business of Victory.
36
The brand became Nike, and over the last 50 years, they have worked alongside sportswomen, industry advocates and women of the world in various campaigns. Women have always been a part of Nike, from their Logos to their designs.
1980
Image Credits: Renith R
Since its beginnings in Olympia, Greece, the Olympics has been a maledominated event. But over the last five decades, women have become frequent trophy earners in various Olympics sports. For women to start coming in 1st place, laws around the Olympics had to change, and the male prejudice on the event had to have an utter shift. Nike has been an all-over advocate for women in sport and the Olympics were no exception. It wasn’t until 1981 the Olympic committee believed that women were capable (just like men) of the endurance needed for long-distance running. In ‘81, women were finally allowed to compete in 3000m races. Marathons followed changes in 1984.37
1990 In the early 1990s womens lifestyles changed. Sport became a fundamental part of their day and Nike took the opportunity to heavily market some products towards their female consumers. Nike Aerobics were a way women could still be ‘delicate’ and sporty at the same time.
Image Credits: Johnathan Chng
The ‘list’ series in 1990 addressed women’s societal issues as well and used their advertising campaigns to present current societal and political issues for women.
38
In 1991 they released a zine of advertisements that stated ‘You were born a daughter.’ These advertisements followed a story and an idea that every woman was born a daughter. It empowered women and gave a re-think of women in sport across the globe.
1999 The women’s national team were the role models, and the 90,000 people attending the women’s world cup proved that changes were happening. “A girl is being born in America. Someone will give her a doll. Someone will give her a ball. And someone will give her a chance.”
Image Credits: Jeffery L
This year shaped the new Millennium for women in the sporting industry. It would be the example, and show of things to come and unboundedly show women they can do the same as men. The 2000’s really were the years that change, in terms of gender and sport, happened. Up to today women in sport are on the rise and the sky’s the limit!
Just do it.
39
Illustration
Image Credits: Tegan Price Studio
Q & A WITH TEGAN PRICE
Image Credits: Tegan Price Studio
By Rosey Mills
Illustrator, designer and all round sneakerhead, Tegan Price, tells you about the industry and what it’s like, highlighting her inspirations and previous projects including Nike’s Air Max Day 2022.
Why do you love illustrating sneakers? I love illustrating sneakers because, after working within the industry for four years now, I love the energy that comes from the community on a new sneaker post; it’s a huge source of inspiration. Each new silhouette or new colourway that causes a buzz like this within the community is like a trigger to want to create something around it. What is your favourite collaborative project you’ve done so far? I would say I absolutely loved my recent blanket collaboration with @sallysneakers. It was created around female empowerment, and we released it right at the end of March, so it was the perfect way to round off the month of International Women’s Day. It was great to even get it noticed by the creators of the sneakers within the design. Any recognition from such inspiring women is always a pinch-me moment.
What would it be if you could see something change in the next year? Honestly, the way that the scene is changing right now for females month-onmonth is on a really positive trajectory. I’d say even more great female collaborations with creators; we need more Melody Ehsani or Aleali Mays of the world and spotlights on female designers; there can never be enough! Which sneakers do you like illustrating the most? I actually love illustrating the Sacai x Nike VaporWaffle, the waves on it and the way the midsole just flows more than other sneakers I’ve drawn, alongside the intricate detailing on the sidewalls. As well as that, you’ll see many Jordan 1s within my work, including my embroidered Jordan 1 tote, another favourite!
43
During your journey as an illustrator and designer, what has been your biggest struggle? Not a struggle per-se, but my hardest decision, and that would have been the decision to go freelance. I was in a role as Head of Creative for 3.5 years and I had this urge to see what I could achieve if I were to work for myself. It’s a tough call when you have to push aside security for the unknown, it was the biggest risk but definitely had (and still has!) the biggest reward. Who would you love to collaborate with? I’ve worked with Nike on smaller projects before, but I would love to collaborate with them on a larger scale. I’d love to paint a mural or, even better, a sneaker. One day!
Why do you think women should include sneakers in their spaces (Bedrooms/homes) and not just on their feet? Sneakers are art. You curate your collection and, especially, all the time we spent at home over the last few years, so why not display them as such in your home, to be gazed at when you aren’t wearing them? The classic IKEA shelving units have probably found themselves in a big percentage of sneakerlover’s homes over the last 5-10 years as social media has boomed and everyone wants to have their sneaker wall as their centrepiece. What drops/events are you looking forward to this year? It’s got to be the Air Jordan 1 Chicago Reimagined, a sneaker that is coming back in such an iconic colourway and one that will be breaking millions of hearts when we catch that inevitable L. Image Credits: Tegan Price Studio
SHOP TEGAN
“Trust your gut when it comes to your happiness. Don’t sit around ‘comfortable’ if you can push yourself outside of your comfort zone and find yourself in a happier position than ever.”
FLORIDA DAD
By Rosey Mills
They’re on our feet now and will probably be on our feet until we’re in our 50s, paired with shorts, long socks and an un-ironed shirt while we consider whether to retire to Florida or not. There have been several New Balance phases in my lifetime but today has to be the best.
became infamous for something simple yet an impeccable marketing tactic. Since the shoe’s first release in 1966, its exquisite design has lived through 23 years of evolution in the sneaker industry, making this particular shoe a staple for several generations and eras.
There’s a real womanled design team in the New Balance office. Their sneakers are made for comfort and style and have an overall love for our feet. Since she joined the brand, Stephanie Howard has been in the spotlight, and we’re forever grateful for her genius. She’s the designer behind the 850s (Aka the chunkiest comfy shoes ever to exist.)
Nowadays, Stephanie’s design is often paired with baggy dad jeans, thicker than milkshake socks and the iconic fisherman’s bucket hat. But honestly, no style can beat that of the Florida dad himself.
Holding some pretty impressive shoe technology, the NB 850’s
DRIPPY OR SUNNY By Sophie Pitt
Regardless of the season, shoes will always play a statement part in any outfit. Every season comes with different events requiring different looks, styles, and colours. To keep you fresh and up to date all year round, all details included, here’s our seasonal sneaker style guide.
Image Credits: Nathan Dumblao
Autumn Burnt orange, brown and forest green hues are essential for this season. Flared trousers, adding a sense of sophistication, paired with mid linen or brown basalt Jordan 1’s, are a go-to for autumn. If you’re going for a more laid-back look, white Naked Wolf Titan trainers and beige or khaki cargos with an oatmeal corduroy bomber will do the job perfectly. For dog walks in the park and pumpkin spice latte runs, Nike Uptempos will add volume to the moment and an autumnal pop of colour.
Winter As the nights get colder and darker, so do the trending shades. For winter, classic black, navy and grey take centre stage. Leather trousers, longline coats and platformed sneakers are a must-have to get through the season. When the roads are wet, thicker and taller soles are needed. A great place to start is suede grey run hike converse, the perfect shade with extra grip to keep a sturdy foot on winter roads. Versace chain reactions and Buffalo Chai’s are good, sturdy sneakers to set you up for winter. Spring It’s time for things to become softer, more elegant, and lighthearted. Pastel shades are perfect for spring, adding a subtle vibrancy to any look. Skirts can come out on hotter days of this season, paired with Balenciaga Tracks 2.0, available in baby blues, purples and hints
of pink. Nike dunks are also a statement for spring, giving an extra bounce for your sunset walks, paired with casual joggers, comfortable and on-trend. Summer Summer is the season we all long for. Bold, bright, crisp and clean sneakers sit and wait for summer, thriving in the hottest months. For casual day to day events, and ideally kept pair of Air Force 1’s will do the trick, complemented by gingham trousers and a light spaghetti strap top, channelling your inner streetwear chic. For dresses and sneakers, summer is perfect for a picnic or any other lowkey event. New Balance 550’s is the crucial shoe to finish this look with, adding floral colour hints to liven up the outfit.
52
SHOP NOW LIVE
Analogue photography reimagined
Q & A with Sandy Kaur
By Rosey Mills
Since I had a bit of a platform from releasing my own Air Max 95 with Nike, I decided that I would use this to showcase the incredible women I know and let them tell their own stories and use their own voices to say what THEY wanted to change. With this in mind, I reached out to some wavy women who I admired doing bits in kicks and well… the rest is herstory.
How did you start the podcast and what inspires you to keep going? Throughout lockdown, having spent more time on social media, the disparity between the attitude towards men and women in the sneaker community and industry become much more apparent to me. I also saw a lot of men talking on behalf of women instead of allowing them to speak for themselves.
56
As for what keeps me inspired it honestly depends on the day. Sometimes it can be the amazing conversations I’ve had and those I can potentially have, other day it can be seeing someone who I helped shine a light on achieve even more success. Most days it’s knowing that I can be an inspiration to other little brown girls who want to do something out of the ‘norm’. If I, someone who growing up couldn’t even present in front of their class without stumbling
upon a few words can host a panel for Nike, any woman can really do anything. Do you think that women’s stories are often dismissed in the sneaker game?
We need to have the challenging and uncomfortable conversations, only then can we improve.
100%. Not only do I think they’re dismissed, but I think they’re often told to pander to a male audience or to solely appeal to women. There is rarely an in-between, and the problem with that is that no change can happen if you just continue to discuss female issues amongst women. How does your Podcast give women a platform to be listened to? I am lucky to have a supportive and mixed audience, meaning men can be educated on what women bring to the table, and more importantly why they’re deserving of making decisions at that table (which is something often in question). At the same time women
can be inspired to do amazing things either in the sneaker industry, community or all things related. There is also no agenda with the podcast. You don’t have to have achieved anything. If you are woman and you love creps, you are welcome to come and talk about it.
are no rules to being a sneakerhead. For some reason there are much higher expectations for women than men e.g. the knowledge that should be had to wear sneakers. At the end of the day, if you are passionate about sneakers you are more than deserving of a place in the industry or community.
What can women do more of in order to become familiar and equated with sneaker culture?
What sneaker related movies/podcasts/ books do you suggest women read more of?
I would suggest meeting up with like-minded people via community groups, and attending sneaker related events. I also think it is important to be educated on black culture and be conscious of the contributions black people have made in order to make this such a worldwide thing – this is something often overlooked but it is a fundamental part of the culture we love.
Well firstly I would suggest listening/ watching the Her Story In Sneakers podcasts, as well as reading the incredible interviews I conducted with the female Masters of Air on the website!
I do think it should also be stated that there
I also actually really enjoy the Complex podcasts – I think it’s important to read and watch things that aren’t necessarily made for women, but instead made for everyone. And for a book, every swoosh fan needs to read Shoe Dog!
Do you know of any upcoming events you think more women should be involved with? Keep an eye on the @herstoryinsneakers IG page;) Which of your podcast episode do you recommend the most? Oooo that’s a tough question, that’s like making me choose between my kids ahah. I honestly love every single episode and think there is something new to take from each but if I had to pick out one, I’d say #8 with Ede Dugdale who is a London-based photographer, stylist and Creative Strategist. That ep I really like because it was a raw conversation about the industry with someone who has been involved in different sides of it. There’s also episode #9 with Gloria Rose, a young woman who
released her own sneaker with Clints Inc. which is a fantastic episode for anyone who wants to design sneakers. #1 is also great! That was with Naysap, a woman who honestly does it all… Who are the role models for women in the sneaker industry? This is a bit of a difficult question to answer as there are amazing women who could be role models for different people for very different reasons. Firstly, we have Vashtie, an individual that is often
overlooked however it can never be forgotten that she is the first women to ever have a collab with Jordan brand. Then there is Melody Ehsani, a Persian woman who was able to make a Jordan 1 mid that both men and women wanted at a time where it wasn’t cool to wear mids. We also can’t forget Aleali May, the first person to make a full size run of Jordan’s that don’t differ in design across the size range. I think the industry is full of amazing women, all you have to do is open your eyes to them. Which sneakers are your favourite? My all-time favourite is the Rust Pink Jordan 1, but my favourite pair that I own are the Jordan 4 Green Glows! They were my first pair of Jordan’s and they will forever be dear to my heart.
60
Fours over everything.
“I just want to see more women getting the credit they deserve because honestly, it is overdue.”
What would you like to see happen in the industry in the next year? Honestly, I just want to see people back their chat. Everyone needs to support women without an ulterior motive – this goes for brands, men and other women. There is no community without unity, and it is now down to us to decide where we want this culture to head. It has already become a trend, and we risk losing it to those who don’t care about it because of our own ego’s. The love of trainers started for most because it was something fun and exciting… Something which allowed them to be part of something greater and it’s time to revisit that. I hope I see more femalefocused campaigns that are actually styled and directed by women, and see brands really opening the doors to the right women instead of just those that they know
will sell product. I hope we move away from the ‘pink it or shrink it’ mentality that comes with women’s sneakers, and that we see more women designing unisex shoes.
Image Credits: Sandy Kumar
FEELING LIKE MARTY By Rav Kumar It’s 2032. After waking up, you get changed into your utilitarian stone grey loungewear, throw on your AR Raybans and then select today’s fit from your metaverse wardrobe. As you walk out of your 250sq.ft flat, you compliment your neighbour’s Adidas Jeremy Scotts metasneakers as the wings beat and leave a trail of gold dust. You lift your Raybans and see they were just some navy plimsolls with a white QR code. Whilst this sounds like the ‘The Matrix’ or ‘Ready Player One’, we see a shift in how we live in this digital age. We are in the midst of the fourth industrial revolution. Now electronic devices are not only connected within
networks in our homes but can communicate with other devices globally. Artificial Intelligence is beating doctors at cancer detection rates by accessing hundreds of thousands of scans, studies and data points. These are all instances where society connects to one another using technology - the Metaverse. Imagine the word ‘cyberspace’ and then replace it with the Metaverse; it’s not one single source of technology but a broad spectrum, whether that’s AR or VR. Facebook’s announcement about being re-branded to Meta in October 2019 supercharged the chasm in the Web3 movement. The big tech giants, corporates and brands now hold all this big data on us and have the skeleton keys to all our desires and behaviours. Web3 is a decentralized version of the internet, which is more transparent to increase our data security and privacy
Image Credits: Mike Von
Image Credits: Mike Von
from the gatekeepers (such as Facebook). Like cryptocurrency, it works on a blockchain system where all parties can transparently see what’s happening and follow all leads if we suspect any nefarious acts afoot.
What is it tangibly? If you’ve ever played Fortnite, you can buy a Fortnite skin to change how your avatar looks or an emote so it can do an awkward TikTokesque worthy dance. This lends itself to creating a new digital economy where goods are produced,
bought and sold. When Mark Zuckerbergs Meta video made the rounds, it demonstrated how the upcoming services and broader technology could work. Everything from augmenting your own avatar to creating spaces you desire to hang out in VR.
‘everything you’re told you cannot do in real life is possible in the Metaverse. ‘ There’s one big challenge for artists and creatives - distribution. This has always been in the hands of the industry gatekeepers, but Web3 empowers you to distribute your project onto platforms like OpenSea or Rarible in the form of NFTs.
Non Fungible Tokens are unique digital records that can’t be replaced; much like a Banksy, they can’t be equally exchanged with another piece of art as it’s oneon-one. They aren’t replicated, unlike the tenpound notes, which can be exchanged for goods, services and even other denominations that total the sum of ten pounds. An NFT isn’t a particular object. This token lives on a cryptocurrency blockchain, the main one being Ethereum. Depending on the blockchain you need to have a CryptoWallet containing that currency to purchase an NFT. At this point in time, digital art is grabbing the headlines with pixelated works such as Moonbirds at a floor price of 29ETH ($80,000). It’s all about the flex, sure you can own a copy of that artwork, but everyone on the blockchain can actually see who has ownership.
There’s no fronting or fakery about it. Since you have ownership that means you hold all the rights to that NFT. If you see a GIF you own as an NFT used in an article or a documentary, you have every right to ask for compensation or loss of income. As an artist, it’s a great way to distribute your own art and to build intelligent contracts (lines of code embedded in the NFT) that allow you to earn a percentage every time it changes hands. You sell it once, but you still receive royalties every time it changes hands - it just keeps on giving.
Image Credits: Mike Von
So what NFTs are worth checking in to that collide with sneaker culture? Sneakerheads is an upcoming project created by Ali Dawood that fuses famous artists’ faces with textures from sneakers just like this Travis Scott x Air Jordan 6 Cactus Jack piece. Since its inception, I’ve been following
their Discord, and the following has exploded, amassing over 200k Twitter followers in just two months. This is due to the active community of sneakerheads who find it seamless to transfer their learnt behaviours from physical collectables to digital collectables. If we take the mechanics of NFTs such as exclusivity, waitlists, limited-edition drops, and rare one-off are in, it’s not a far fetch from the world of camping outside the Supreme store or waiting for your SNKRS or Confirmed app to give you the good news. There are other ways brands can leverage the Metaverse to deliver upcoming projects in sneaker culture. Directto-Avatar (D2A) is a mechanic for digital-only fashion that you can create and customize your avatar to represent yourself in the Metaverse. You can collect and swap out your outfit and itinerary at a swipe, but you even use that platform to Depop your
whole wardrobe so others can get the look without worrying about sizing and condition. If we’re talking tangible utility, then Augmented reality takes home the trophy as using filters on social media via our phone cameras is the most accessible way to tuck into the fashion metaverse. JD recently nailed this with a cross-over project with Nike, with a try-on social media campaign on TikTok called #JDVaporMaxShuffle. It allowed TikTokkers to superimpose sneakers in three colourways.
“use the latest ingame engines, NFT, blockchain authentication and augmented reality, combined with manufacturing expertise
Image Credits: Janice Bloom
In 2019 Nike filed a patent for shoes in the Metaverse and then two years later manifested the purchase of NFT shoe startup RTFKT (pronounced artefact) for $100M. ARTFKT,
to create one of a kind sneakers and digital artefacts.” If we head over to the luxe end, how are Gucci getting into the Metaverse? Their project with SUPERPLASTICS focuses less on apparel and leans on animated celebrities, little vinyl toys, and digital collectables. The centrepiece is Crypto Janky, a physical collectable and NFT created by the company’s artists Janky & Guggimon and includes recognizable Gucci patterns and iconography. The Metaverse and NFTs give us the ability of ownership, with a specific interest in royalties management and distribution. When Snoop Dogg acquired Death Row Records in February, he was initially looking to acquire his masters from his discography. But after some blockades, he found he could get the upper hand in buying the whole of Death Row Records. Turning it into
an NFT-only label, he strategically pulled all associated music from streaming services. Snoop describes this on Clubhouse as,
“...putting our artists through the metaverse and a whole other chain of music. Just like how we broke the industry when we were the first independent [label] to be major.” We only have to look to the real world and see how earlier this year, hardware like the Stem Player, made Ye $2.2 million in just one day in anticipation of DONDA 2. Ye wrote, “To earn the $2.2 million we made on the first day on the stem player, the album would have had to stream 500 million times… we did more revenue on Stem player, without the album even being out” The Metaverse is giving artists and designers power and a significant stake in the profits of
digital collectables. They feel less like they’re working in digital sweatshops and more like they have equity in projects that they’re working on. The technology acts as a catalyst for learning about the business and economics of creative output and how to correctly evaluate your skill. At first, it feels like your only goal is to create a dope digital collectable that thousands of people will be waiting for, but before we know it, we’re in the deep of how am I being compensated? What royalties will I receive if this is re-sold? Is my intellectual property protected?
Image Credits: Mike Von
This learning curve is where the real value lies; we must always consider whether we accept the right equity for our involvement.
72
Quote from ME
73
LONDON SCAN & SHOP
Nike Town
End .
Foot Patrol
74
MANCHESTER SCAN & SHOP
Sneaker 63
Selfridges
Kick Game
75
NEVER GIVE IN
