DorotheaDrinnon
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Unlaced is Nike’s new “curated destination for female sneaker lovers.”(In other words, it is a small store.) It was announced at Paris Fashion Week in February and launched online in March. It’s hitting brick-and-mortar stores later this month, and this new round will be curated by Sarah Andelman — the famed co-founder of Paris’s Colette, the concept store (1997–2017, RIP) that arguably kicked off the modern, nonstop proliferation of brand collaborations, crossovers, and general hype.
It’s 2018, nike UK online store is trying to include women in sneaker culture, and this is news. How’d we get here? Why does it matter? Has it actually been unclear whether women have feet? In a February press release, Nike itself laid the problem out fairly bluntly: “As sneakers transcended sport and initiated street-style trends, collaboration became an integral component of sneaker culture, blossoming into a symbiotic relationship between brands and external creative communitiesexpanding sizing for the wildly popular Nike Air Force 1 and Air Max lines, and breaking with its tradition of collaborating almost exclusively with buzzy male designers by hiring two super-famous women — cult favorite British menswear designer Martine Rose and avant-garde Japanese jewelry designer Yoon — to create new ready-to-wear clothing lines and sneakers. It’s a start, but is it enough? And why so late?
nike shoes clearance sale Progress on the woman’s sneaker front has come in dribs and drabs. Last summer, Nordstrom’s director of creative projects, Olivia Kim, designed a limited-edition reimagining of the Nike Cortez, a classic style introduced as the brand’s first track shoe in 1972. The other major contribution to women’s sneakers that season was almost laughable: a Nike and Swarovski line of ultra-feminine shoes coated in crystals. There’s not a single mention of them in the entire women’s streetwear subreddit. (One opinion, from me: They are hideous.) Nike had Nordstrom’s Olivia Kim curate a small selection of women’s styles for Nordstrom in the fall of 2016.Nike VP Amy Montagne became the general manager of Nike Women in 2014, and she has been open about Unlaced as a way for Nike to push its women’s business from a $6.6 billion annual endeavor to an $11 billion one by 2020. In 2017, sales of “athletic footwear” were up 2 percent overall, but 5 percent among women.
nike air max 90 womens sale cheap Stefanie Knoblich, a 22-year-old redditor from Germany, echoes her, saying, “I don’t see a point in Nike trying to make sneaker culture more appealing for women … women are an equal part in sneaker culture. What these companies could do to improve things is to sell every sneaker in every size.” Callie Fontana, a 22-year-old streetwear redditor from Baton Rouge, says sneaker companies spend too much time trying to “make all their sneakers pink, and what their idea of ‘feminine’ is.”She adds, “I think both sneaker companies and sneaker culture media should just strive to make sneakers be unisex.”I’m loath to oversimplify, but it sounds like the solution this whole time has been: Just sell the same sneakers in every size? Yeah, just sell the same sneakers in every size.
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