Unlaced is Nike’s new “curated destination for female sneaker lovers.”
It was announced at Paris Fashion Week in February and launched online in Adidas NMD Femme 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 is trying to include women in sneaker culture, and this is news. How’d we get here? Why does it matter? Nike Air Max 95 Mujer 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 Nike Air Max 90 Mujer became an integral component of sneaker culture, blossoming into a symbiotic relationship between brands and external creative communities. That community www.jsaranjuez.es has been predominantly male.”The “community” Nike is referencing is the $20 billion global sneaker industry, which has grown alongside the evolution of sneakers from a utility object to a fashion statement. Historically, it’s been all about boys. This includes big brands like Nike, but also the big blogs — like Kevin Ma’s Hypebeast media empire and Marc Ecko’s similarly enormous Complex — and the shoppers and the redditors and the $1 billion resale market and the scammers and the icons. Nike’s signature Jordan brand was designed exclusively by men from its advent in 1984 all the way up to 2010, when artist and filmmaker Vashtie Kola became the first woman to design an iteration of the shoe.
“In pushing new female voices, Nike is Nike Air Max 90 Womens challenging the sneaker status quo,” Nike claims Nike Air Max 95 Mujer in its press release. But women already have their own sneaker communities. There are thousands of them in the women’s streetwear subreddits. They’re largely influenced less by the major blogs and more by their own, slightly less high-profile heroes like designer Aleali May, Small Feet Big Adidas Stan Smith Womens Kicks founder Jess Gavigan, and streetwear vloggers like Jennifer Tiffany, Andrea Kyriacou, Karen Yeung, Julia Dang, and Maya Nilsen.It’s not that women don’t participate en masse; it’s that participating is harder because brands have largely ignored them. The biggest pain point for women in sneaker Nike Air Max 270 Womens culture is that the most coveted shoes often aren’t even made in their sizes.
While all major brands have women’s sizes in certain styles, many of the most popular classic styles and almost all buzzy, limited-edition collaborations come only in men’s sizes. (For example, Tyler, the Creator’s many GOLF le FLEUR* collaborations, the majority of Virgil Abloh’s Nike projects, most limited-edition Nike Jordans, almost all of Adidas Superstar Femme Kanye West’s Yeezy styles, Nike Air Max 95 Femme and dozens of others.) Women find themselves left out of the major “drops” that hyped-up teen boys get to celebrate, or — as a patch solve — Nike Air Max 95 Womens they wind up buying the largest possible kid sizes in boys shoes, which are often made with cheaper materials.
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