The future is female. And in 2018, Nike and Jordan Brand are finally throwing their weight behind that fact. Last week, the world’s biggest sportswear brand revealed their women-focused Unlaced initiative.
So what does Unlaced offer the sneaker world’s too-often-overlooked female enthusiasts? Well, the Swoosh have broken it down into four categories.
- Exclusive services – things like personalised styling, VIP member experiences, delivery perks, specialised packaging etc.
- New voices – welcoming more women to the forefront of sneaker chat, and opening up collaboration opportunities for a greater number of women across diverse fields. For example, The 1 Reimagined project saw the Air Force 1 and Air Jordan 1 broken down and built back up in wildly fresh ways by 14 female designers.
- Unisex sizing – WOO HOO! Stupidly long overdue, yes, but we’re relieved and happy to see Nike finally sharing legendary shoes and collaborative collections fairly with female fans.
- Unique retail experiences – as ‘a global and digital retail concept’, Unlaced will offer ‘product curations by influential creatives and stylists’ from major cities including Paris, NYC and Shanghai. We’re not 100 per cent sure what a ‘unique retail experience’ will actually look like, but we’re excited to see it.
To really kick things off, Jordan Brand are launching a women’s exclusive collection for summer. A sophisticated palette of blush, pastel green, eggshell and copper steers the ensemble (not a lick of hot pink in sight; it seems someone finally passed on the memo that women aren’t six-year-olds). Suede and leather lend extra polish, resulting in a seriously good looking Air Jordan 1 High Zip, Air Jordan 3, some ultra-refined slides, and host of other impressively tweaked silhouettes.
No firm release dates just yet, but we’ll update you as news comes in.