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- Collaboration in fashion has become a key player for heightened brand awareness and success.
- Now more than ever, by means of merging differing tastes, it's an essential catalyst for growth given that it's a move that attracts a market that might have otherwise not had an appetite for one of the brands involved.
- Here, we take a look at the latest sneaker (and apparel) collaborations between streetwear brands and various creatives that serve as prime examples to the above statement, including Vans, Converse, and Puma.
With more women working from home, a lot of us traded in our heels and mules for sneakers. In the video below, U.S. celebrity stylist Tam Lee of Hush Boutique shares the “hottest” sneaker trends. Styles included are chunky, platform, classic, slide-in, wedge, and of course, running trainers.
Tam also gives props to my favourite approach to wearing trendy kicks – pairing them with feminine frocks – to which I gave a shoutout to on National Sneaker Day last Friday on 9 October.
She also notes that the suits-and-sneakers getup is still a hit, highlighting how Meghan Markle has recently been spotted “rocking” a pair of her own.
READ MORE: Local fashion visionary behind Tshepo Jeans joins forces with Woolworths on limited edition tee
So, of course, we're using the opportunity to exhibit a few more options to shop come month-end or even this weekend if you just can't resist.
The collaborations below also boast an array of the sneaker styles listed by Tam Lee – from trail-ready Converse kicks to a skaters' staple soles, and yes, even wedges thanks to Puma.
Converse
Members of the global Converse All Stars community of creatives have partnered with Converse to paint murals in cities across the world using KNOxOUT paint, which uses sunlight to reduce noxious air pollutants, purifying the surrounding air. The street art campaign, which first launched globally in August 2019, has been dubbed “Converse City Forests” and is a celebration of creating together for social progress. Here in South Africa, the mural is located on Commissioner Street, Maboneng.
Image supplied by Converse South Africa
Seth Pimentel, the artist responsible for producing the mural, reflects on what inspired his design, saying: “I wanted to comment on our collective beauty and energy through our heritage highlight our distinct nature of community, love, strength, connection. Celebrating our individual cultures, languages, ethnicities, but our collective love for ourselves and our land. Tangibility. Touch. Connection.
“The mental, physical and spiritual connection.”
Through the vision of local creatives, Converse believes that self-expression and art have the power to reflect the current times, provoke dialogue and build bridges between us. The murals are a public call for progress in highly visible areas of each city and are bringing new meaning to street art to create a more sustainable and just future.
As cities reopen and recover, the hope is that these murals can be a bright spot, provoking dialogue on the role art plays in our daily lives and on the streets, and reflecting a more sustainable and equitable future through the messages from local young creatives.
READ MORE: These 5 white sneaker cleaning myths are actually ruining your precious shoes
Alright but I promised you sneakers, didn't I?
Well, this classic brand is evidently big on collaboration both in art and in apparel, as they just dropped their reimagined GOLF le FLEUR with U.S. music artist Tyler, The Creator.
When it comes to Tyler, The Creator, you expect the unexpected. As such, the GOLF le FLEUR Gianno delivers on that promise with an entirely unique design. Inspired by '90s silhouettes and Tyler’s love for trail hiking and BMX, the Gianno blends Converse's sportswear heritage with the playful, unexpected style of GOLF le FLEUR.
The keen, trendy hiker should definitely add this to their wishlist.
This new edition elevates the original with premium platinum suede and two new solid colours.
Images supplied by Converse South Africa
The Converse x GOLF le FLEUR Gianno Suede launched exclusively at Shelflife and Converse Sandton City and online at www.converse.co.za this Monday, 12 October 2020 at a retail price of R1799.95.
Puma
Puma and English artist Mr Doodle have partnered to create one of the most vibrant and playful collections of unisex footwear, apparel and accessories. Puma logos and graphics embrace the hand-drawn doodle style as the Mr Doodle characters discover the world of sports.
With hidden messages and details throughout the design, this collaboration features mostly black and white pieces and some hints of orange, purple and lavender. Mr Doodle (aka Sam Cox) discovered his love of scribbling and doodling at an early age. This has since evolved into a successful career and an entirely new universe dubbed DoodleWorld. His doodling is often described as “Graffiti Spaghetti”, as his characters and patterns look like they are exploding out of the canvas.
The English artist says: “If doodling were a sport, I think I would have enjoyed P.E. at school.
“I'm interested in the parallels between sport and doodling, it's all about energy, I think you can feel that sense of movement when you see doodles. There's a connection between doodles and sport.”
Cali Wedge. Image supplied by Puma
Mile Rider. Image supplied by Puma
The collection features key pieces such as the RS-2K (R2 299), Cali Wedge (R1 899), Leadcat 20 (R899) and Mile Rider (R1 899) as well as various key streetwear items.
Leadcat 20. Image supplied by Puma
PUMA x Mr. Doodle is available on PUMA.com and at PUMA Select Cape Town and Braamfontein, X-Trend, Archive online, Hipkicks, Superbalist and selected retailers.
READ MORE: Wear your art on your sleeve: Vans and MoMA collaborate on special edition footwear and apparel drop
VANS
A true embodiment of Vans’ DNA, pro skater Lizzie Armanto, is an icon of originality and positivity. With her down-to-earth, fashion-forward, barrier-breaking approach, it’s no wonder Lizzie has become a role model to skateboarders around the world.
Never one to remain complacent in her style both on and off the board, Lizzie’s fun approach is reflected in her latest collection with Vans, featuring the Old Skool Pro Lizzie Armanto and a signature apparel pack infused with Lizzie’s signature beating-heart graphic and positive messaging.
Image supplied by Vans
The design takes cues from natural tones and wild terrain, according to Lizzie: “The colours of my latest collection were inspired from a photo I took of a springtime California landscape, covered in plants and wildflowers.”
Additional information and images provided by Puma, Vans, Converse
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