LUXURY SNEAKERS!

Inevitably, once he became visible, Dapper Dan’s operation was shut down by The Man, forcing him to abandon his storefront and ply his trade more discreetly. However, his vision and influence played a large part in the eventual development of a huge worldwide knock-off industry which still endures to this day.

Exact copies of the original styles began popping up everywhere and Gucci fabric was sewn onto everything from hair barrettes to pillows to sneakers, most notably Nike Air Force Ones. Gucci’s saviour turned out to be Tom Ford, who took the helm as Creative Director in 1994, following the bumbled tenure of Maurizio Gucci, grandson of the OG Guccio. Initially Ford’s collections were devoid of the repeated G symbols, but the quality and artistry was back in town. At the same time, young, stylish women were buying up genuine vintage Gucci products at a fraction of the original price and making the logo fresh again. Designers took notice and began re-applying their famous motifs to everything – the craze was back! This period also produced the Gucci logo sneaker. With its slim design, a running shoe adaptation, Gucci had finally joined the footwear race. Fast forward to 2009, sneaker culture is at its pinnacle. Now ‘double G’ logo sneakers are a common sight in many different stores, including vulcanized high tops and Vans ‘inspired’ slip-ons.

It would seem that the focus of Gucci and other luxury retailers is changing to meet the demands of the younger, more casual consumer that identifies with this more contemporary manifestation of their product. Few customers are as passionate and loyal as sneakerheads and luxury brands have taken notice. The new patron is interested in exclusivity and is willing to shell out hundreds, if not thousands, for premium athletic shoes. In Spring this year, Gucci released a moccasin-inspired high-top in patent leather, available in a variety of fun colors. They have all the attributes of qualifying as a sneaker, but with fringe and beaded details for extra flair, they have the unique twist that separates Gucci from the madding crowd.

ARTICLE by CLAW MONEY