ARTICLE BY Alex Fletcher
Nike Opens Unlaced
Nike Opens Unlaced
Nike Opens Unlaced

Nike Unlaced Sneaker Boutique for Women Goes Live

Female sneaker enthusiasts are a powerful bunch, so it’s only right that Nike Unlaced was designed specifically for all the female kick lovers out there – a massive market so often left out of huge hype drops and GR size runs. Unlaced's site finally launched today.

Choices at Unlaced are far from limited, with weekly re-ups curated by self-proclaimed Air Max addict – and senior fashion editor of i-D magazine – Julia Sarr-Jamois. These carefully selected releases will filter in for the first six weeks of the digital shop launch. Influenced by Air Max Day, the first release begins with limited colourways of the Air Max 97, Air VaporMax and of course the hyped Air Max 270. Along with Sarr-Jamois, Nike collaborated with like-minded creatives and athletes renowned for their style to create handy how-to-wear tutorials.

Unlaced is a love letter to sneaker-loving women; a fresh opportunity focused solely on women's products in both sportswear and tech performance. Sarr-Jamois wants to ‘encourage people to understand that there are no rules.’ Unlaced's presence in Nike stores will follow later this year.

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