There may be a divide between those who seek to collect because trainers are their passion, and those to whom kicks are just another part of a multi-faceted hunger for materialism, and subsequent source of exhibiting their individualism. However, in the collaboration, there may be room for common ground. While some may cite the pairing of time-honored sneaker manufacturers with more underground urban labels as a misuse of traditional branding, its clear design collaborations such as the pictured
Puma Clyde hi and
ALIFE are mutually rewarding. This was highlighted by
SneakerFreaker magazine, issue 10, on reviewing the cultural significance of the release of the
Nike Supreme SB Dunk lo. "Nike seek to give their product cachet, but it was teaming up with Supreme that the SB Dunk hit the jackpot. Nike's power enables Supreme to produce high quality shoes. Supremes relatively underground/uber cool status gave the project the cultural cachet it needed." What this offers the consumer, is a kind of no strings attached affiliation with the product, an open relationship of sorts. The collaboration proposes to us the opportunity to feel comfortable with a brand we know, yet the borrowing of more cutting edge design allows us a brief flirting with exclusivity and individualism, without the 'commitment' required of a classic shoe. And it is the way in which these collaborations benefit both design parties that might seek to reconcile the hardcore collectors with the part time admirers. The afore mentioned can be geeked on every stitch of detail, while the latter can buy into a slice of sub-culture. Reflection on what design and any collaborations that may be birthed from it is no better summed up by Kosaka and Hommyo of
UBIQ. "(collaboration)is one of the best ways to collect the diverse ideas of many different people, but I believe in collaboration when it is part of the creative process." Off Tha Cuff agrees.
There may be a divide between those who seek to collect because trainers are their passion, and those to whom kicks are just another part of a multi-faceted hunger for materialism, and subsequent source of exhibiting their individualism. However, in the collaboration, there may be room for common ground. While some may cite the pairing of time-honored sneaker manufacturers with more underground urban labels as a misuse of traditional branding, its clear design collaborations such as the pictured Puma Clyde hi and ALIFE are mutually rewarding. This was highlighted by SneakerFreaker magazine, issue 10, on reviewing the cultural significance of the release of the Nike Supreme SB Dunk lo. "Nike seek to give their product cachet, but it was teaming up with Supreme that the SB Dunk hit the jackpot. Nike's power enables Supreme to produce high quality shoes. Supremes relatively underground/uber cool status gave the project the cultural cachet it needed." What this offers the consumer, is a kind of no strings attached affiliation with the product, an open relationship of sorts. The collaboration proposes to us the opportunity to feel comfortable with a brand we know, yet the borrowing of more cutting edge design allows us a brief flirting with exclusivity and individualism, without the 'commitment' required of a classic shoe. And it is the way in which these collaborations benefit both design parties that might seek to reconcile the hardcore collectors with the part time admirers. The afore mentioned can be geeked on every stitch of detail, while the latter can buy into a slice of sub-culture. Reflection on what design and any collaborations that may be birthed from it is no better summed up by Kosaka and Hommyo of UBIQ. "(collaboration)is one of the best ways to collect the diverse ideas of many different people, but I believe in collaboration when it is part of the creative process." Off Tha Cuff agrees.
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