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Hemp shoe and thought, “What if we do

 
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yaya2017



Joined: 29 Nov 2017
Posts: 44

PostPosted: Fri Feb 09, 2018 1:36 am    Post subject: Hemp shoe and thought, “What if we do Reply with quote

The global hunger
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for shoe collabs has never been stronger. This past year has produced some of the best (and worst) collaborative shoes in memory: from the Nike x UNDEFEATED Air Max 97 to the adidas x
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Sneakersnstuff “Datamosh” NMD, 2017 produced lust-worthy shoes of more than just the “AIR QUOTE” variety. In fact, while celebrity co-signs may have grabbed most of the spotlight, most of the year’s biggest partner projects came by way of a team-up between a global brand and a local, independent boutique.And that’s not just due to the adidas Sneaker Exchange. Since the dawn of the industry, sneaker boutiques like Boston’s CNCPTS have built a rich history of putting their unique stamp on products. Limited releases, experiential activations, and, at the heart of it all, some good old-fashioned storytelling. Building a lighthouse at ComplexCon to
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promote a shoe collab that celebrates your city’s connection to a yacht-loving national icon? When a sneaker boutique gets involved, expect the unexpected.Yet, boutique collabs captivate
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sneakerheads for reasons both aesthetic and aspirational. At one point in the life of every collector, a certain distinct thought has crept into that wounded post-L psyche: “If I owned my own store, I could get it all.” Unlike being a pro athlete or a Hollywood mega star, running a sneaker store seems decidedly obtainable – not easy, mind you, but at least not decided at birth.

That attainability also carries a promise even sweeter than simply getting the latest Jordan or Yeezy: “If I owned my own store, I could make my own shoes.”Bringing one’s unique design vision to life through a collab shoe is a sneakerhead’s dream – a chance to create, to

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dare, to give joy back to the community that nurtured that love of shoes to begin with. However, even for the world’s most influential boutiques, the path to collaboration is anything
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but simple.We sat down with Rick Williams (co-founder, Burn Rubber), Erik Fagerlind (co-founder and CEO, Sneakersnstuff), and Deon Point (Creative Director, CNCPTS) to learn about the process,
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the politics, and the pride of creation that goes into collaborations with the world’s biggest brands, all to learn one thing: “How do you get your own sneaker collab?”Our first collab work was with New Balance in 2010, six years after Burn Rubber opened, and the shoe was the MT580. It was basically my favorite New Balance, and I was kind of kicking it with New Balance a lot. This was way before collaborations were such a regular thing. I had an affinity for the brand. I got to meet the product line manager and we just started going back and forth with ideas, me giving him feedback on the brand and how I feel like it was being perceived
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in the Detroit area.From that point I made it clear we would love to do a collaboration. We ended up getting a call a few months later out of the blue. The rest was history.

Starting from the

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beginning, you have to sort of understand that everything was a lot different in the late ’90s. We started asking brands for collaborations before adidas had adidas Originals, before Nike had Nike Sportswear, but there were no large style departments of things at that point.We asked a lot of brands for SMUs [strategic market units; styles exclusive to one retailer] or to work on stuff together and I think adidas offered us a country SMU in like 2000, but that was not a very creative process. It’s more a way of us being unique in the marketplace. adidas arranged two shoes – one of them, a Gazelle made from hemp – that were only available at
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SNS, and we both got the sales we were looking for. So we started approaching all the brands at the same time and asking for stuff.PUMA was actually the first to pick up. This was like four
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years into the life of SNS in 2003. At the time, we looked at that Gazelle Hemp shoe and thought, “What if we do that on a PUMA Quad, all the hemp, with all details that we sort of liked?” We did that, played off the original, and made it a tribute to the original location we had. The street number was 136, so we made 136 pairs, numbered one through 136. That was a big thing for us – having our own shoe with our own logo on it.For you personally, where does a collab’s creative process begin? Have that conversation and then slide that question in when it’s appropriate, like, “Hey, we want to work with you.” That’s how it starts.
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