This has been a long time coming. A recent a recent story in the Independent discussed the increased interest of designers in trainers (or gym shoes, kicks…whatever you prefer to call ‘em).
To this I say: it’s about freaking time!
Yamamoto and McQueen jumped on this bandwagon a long time ago, understanding that the activewear market was an untapped source thirsty for style and most importantly, substance. Perfume and denim have long provided a finacial cushion for many designers, but this trend is a bit different, the above crossovers were geared toward women and men. Many high-end brands have geared their kicks towards men, leaving women to their Nikes and New Balances. This has trickle-up theory all over it (think: artists such as M.I.A, Santogold and the re-evolution of 80s hipster chic).
I’ve seen close friends and family spend their last pennies on fragrance and a pair of kicks. I mean JESUS, if Michael Jordan could tap into the wallets of the wealthy and underpriviledged kids and sway them to buy a pair of Air Jordans, then hell, this is merely reinventing the wheel.
Shout out to the Air Jordan I (above).
