There’s no doubt in my mind that both the West x Nike x Vuitton projects represent the pinnacle of hypey-heat in 2009. Whilst West is the common factor, the individual products are miles apart in terms of meaning and substance. If we can conveniently put aside the radiance of Mr West’s personal pulling power, perhaps it is the sheer newness and bravado of this type of product that is touching a raw nerve. It’s not retro in other words – even if the Yeezy is built on a platform literally made from the Jordan III.
Since what goes up must also come down, the detour by trad-sports brands into high-fashion, most notably by the rebel incarnate himself, Jeremy Scott, must also be factored into the overall equation. Scott has worn the sports badge close to his heart, adding multiple tongues, huge wings and a cheeky set of accessories to his series of legit shoes for adidas. Of all the fashion dabblers into our world, sneakerheads would probably have to admit that Scott has a good snozz for getting it right on the money. His shoes have that in-your-face sporty attitude that many kids want to project to the world.
