Let’s face it, style counts. Style is presentation. Your personal style is a reflection of your personality, mood, and attitude. It’s about defining your own unique identity. Style is how you balance and show yourself off to the world.
Nowadays everybody seems to want to make a presentation. In a mass-oriented culture like ours, the demand for individualization is at an all-time high. For that reason, sneakers have increasingly evolved to become the new vehicle for creative expression in today’s global street culture, proving we are more style-conscious than ever before. Not only do kicks play an integral part in setting your balance of style, but they also give hints to your character and how you carry yourself. That’s right folks, style really is king.
Enter the new renaissance age of basement hustlers. Every graffiti writer, designer, skater, art school drop-out, rapper…whatever…feels like they have a unique idea, design, concept, style, fabric…whatever…to offer to people to make a lively buck. Everybody feels they can cater to a specific niche or style of buyers, classified by lifestyle or even — just a small group of friends.
With all this crazy creative electricity on the streets, sneaker giants and major clothing labels are getting desperate to stay ahead. Sneaker boutiques now resemble candy stores; walls filled with rows of gum ball colored kicks and lollipop decor. It may be easy to question the sanity of sneaker manufacturers and their outlets, but in order to stay competitive, they need to constantly provide the freshest variety of choices for the widest array of voices. If they don’t, somebody else will jump in the game simply because they couldn’t find what they’re looking for.
The market is getting crowded and competition is stiff. Sneaker customizers are being glorified for providing one-of-a-kind masterpieces while knock-off houses are taking lucrative cuts from the profit pie by duplicating limited editions to kicks in every color imaginable. On top of all that noise, the majors also have to tailor to the individual needs of various consumer markets around the world and customize per segment. It’s a lot of work if you really think about it.
Could we see the rise of a brand-less sneaker society emerging? Or how about a brand-less society as a whole where style speaks over anything else? I’d bet on the whole cake. See that fella strapped up in neon looking like Cyndi Lauper over there? Exactly. Everybody is feeling inspired to get wired.
Crazy kicks aren’t just for kids anymore. The artist in everybody is using the sneaker as the new urban canvas/business card and it only starts there. Anybody want to create a clothing line with me? I’ve got some great ideas for prints! That’s right, YOU, me and everybody we know is thinking the same thing and the number of indie labels opening up shop in just the past 5 years will prove it. How could I forget to mention the closing of many Pac Sun stores around the country! Big labels beware!
The current state of the world is forcing a lot of people to dig within themselves to reflect beauty using their own talents and creative abilities. In addition, the state of the economy is making these people use whatever skills they’ve got to make a living by their own means. Now is the time to express yourself…so do it good.
Suzy Kassem aka Blue Panther
2008
