adidas Originals introduces their new Home of Classics Pack in a campaign that takes us back to the heydays of Kwaito
Remember when Gucci released their leather Screener sneakers that divided the internet? The white ones with the dirty worn-in look?
You might also remember the conversation about how classist 'hobo chic' apparel is when Kim Kardashian's husband dropped season after season of dressed-down Yeezy collections.
Of course, there is definitely something to be said about how purchasing brand new worn-in fashion items is a habit of the privileged, but I'm also going to play devils' advocate here by expressing how the nostalgic market has had an impact on the way we shop - so much so that brands have subsequently adjusted to the demand.
This isn't to negate the fact that it's still a polarising topic, either. But even so, there's no denying that there are subcultures that nostalgic drops appeal to. This is why adidas Originals South Africa's latest campaign is hardly misplaced in this current fashion climate. In an exploration of what it means to be young today, adidas Originals SA celebrate the individuality and limitless, rebellious nature of the youth through a moving series of film and stills.
Because the adidas brand believes that "worn-in adidas sneakers are made timeless by those who wear them and showcase how the shoes built with care, embody life experiences."
Local creators including Tamara Moeng, Nkululeko Masemola, Lenzo Mangonyane, and Jakinda and Ayema of Stiff Pap therefore lent their voices to this movement by expressing their unique character within a studio setting. The creators are seen in this campaign perfectly styled in all white and wear their worn-in Supercourt sneakers. This iconic silhouette reflects the marks of its wearers, and ultimately, the marks these wearers leave on the cultures within their various industries.
The latest Home of Classics pack is composed of shoes that don’t rely on high-tech features, but on the same simple and iconic building blocks: three stripes, white leather, and rubber. Headlining the pack are three new editions of the Supercourt – shoes inspired by an archive of classic sneakers that broke records and rules for generations – whose newest iterations reimagine the white leather tradition with modern colorways, featuring premium leather on the upper and lining and a sock lining in linen to add major excitement.
And personally, I wouldn't mind a pair.
Images supplied by Adidas South Africa
Sign up to W24’s newsletters so you don't miss out on any of our hot stories and giveaways.