TOP 10 RULES OF COLLABS!

The time has come to end the deliberate drip-feeding of shoes to a baying mob of loyal fans.

We won’t over-liberalise here. We agree that seeing your shoe on everybody’s feet is a pain, and we won’t lapse into “it’s not what you wear, but how you rock it” cliches, but trying to create a buzz by limiting supplies to a handful of pairs is a tired technique. There’s nothing wrong with limited editions, but things seem to have become an unnecessary norm. Believe in your product? Is there a heavy demand? Then why not try to cater for it, rather than punishing the audience for waking up late. Lets try to break the cycle of anticipation, release and the inevitable bitterly disappointed forum rants. On a commercial level it might be a quick buck, but in the long-term, it just keeps pumping the hype bubble to bursting point, compromising your chances of collaborating again.