Sitting in that class today and watching my work on screen there was a sense of pride and slight embarrasment, mainly because I hate the sound of my voice – suprising as that may seem! Yet, for the most part pride.

Before I started creating my documentary my main goal was to give this topic justice. To get across not just the passion I have for sneakers but the appreciation for the design, implementation and process of it also. While I realised I wasn’t doing something entirely new here, the whole process of interviewing, editing and communicates my ideas visually was new to me. And in some cases the subject matter was new to my audience of class mates.

This documentary gave me the opportunity to introduce, explain and critique sneaker culture and explain why people are associated with it. I had to play devils advocate as I made this.

In doing so I learnt some amazing stuff about the business of sneakers and mentality of brands but also peoples insights and personal opinions which are the real highlight to this documentary.

Yet, suprisingly I learnt about why I am associated to this culture. I think that was really defined while making this.

It is clearly evident that sneaker culture has changed.

I understand it’s transcendents, as this New York phenomenon is now appreciated all around the world yet in it’s transformation? Has the essence of the culture been lost in its growth ?

I remember the first ever blog post I done here called Old Love New Love and explained why I loved sneakers so much.

Upon reflection it should have been entitled New love and just that! I have only contemporarily become a member of this burgeoining culture but as everything there are people before you who enjoyed it but most of all enjoyed it in it’s purest form.

Its purest form being a niche sub culture – the readings of Bobitto Garcia showed me this. Yet, contemporarily we claim it as our own because the technology is much more advanced and the rules of the game have changed. Today sneaker culture is defined by a Hypebeast mentality, people wear sneakers, trainers, kicks, with little or no understanding of the history of the culture.

I believe brands have changed the direction of sneaker culture, they became rich by marketing a culture that before relied on word of mouth and foot soldiers, they put it on tv, on billboards and turned the sneaker into a form of social normality, you needed to have it to be hip, cool and chic. Today the marketing and advertising strategies of leading brands have remained same and the faces associated with the product have changed. This is what has made sneaker culture new, these are the rules we adhere to, the ones created by the brands and not the people.

The basis of sneaker culture may remain the same – the passion, the love, the adoration for kicks yet the modes of operation have significantly changed.

What of the state of sneaker culture today? Since I’ve been in America I have only purchased 1 pair of kicks – fact.

A pair of Vans Authentics. Nothing is catching my eye at the moment, nothing is making me want to spend by money. The market is heavily saturated with product that favour style over substance.

This may sound like a defamation of sneaker culture but it really is just an eye opening to me of what I was buying into. I want to understand the business aspect of sneaker culture the most. The communication of ideas all spread from here.

So you say where is this “masterpiece”?

And I reply soon good people soon!

The first store I’m introducing you all to is UBIQ.

Situated in the heart of Phiadelphia on Walnut Street, they are the only store in Philadelphia to carry a Tier 0 account with Nike SB, Nike, Palladium Boots as well as stocking a range clothing and accessories from brands such as: The Hundreds, Stussy, 1o Deep and Original Fake.

What I really like about UBIQ is the decor, it’s not your usual sneaker store as its modern and sleek look  definitely gives it boutique status. The store has the look of a gallery and the sneakers are the masterpieces on the wall. The bright bulb lights on the ceiling highlight every stitch, colour and detail of the sneakers.

Walk into the back and you have the clothing and apparel section or the extended sale section on the day I went. Again the decor shines through with mahogany shelves that hang jumpers and jackets from The Hundreds, Original Fake, and Nike – my favourite being the Nike M-65 jacket, unfortunately not in the sale.

I mentioned that Ubiq to me was like a gallery and I was true in every sense as upstairs is where TKP Gallery currently resides. I came across the work at TKP Gallery before at an event called October Gallery, the artist in question was heavily influenced by hip-hop, graffiti and pop.

Enjoy!

The Lakers winning the Finals sent the whole of downtown LA into a celebration and unfortunately a looting frenzy.

I’m on the lookout for cool sneaker and clothing spots to check out when I move to Philly in a couple months. Yikes!! I will definitely be stopping by The Holy Grail out as it looks like a really nice boutique.

It’s a real shame what happened, but even more so when you hear that some people weren’t even stealing and where just grabbing kicks and setting them on fire.

Even in the Brixton riots the stores with the best clothes never got touched!

Some people limit there price to under £30 – if that, and I tell those people to go have fun in Sportsworld. Fashion, as with everything comes at a price, but how much is too much. I’m guilty as charged for spending £300 on kicks in the last two months and my most expensive purchase was my Jordan Double Pack. Yet, there are some brands that really push your back balance and people that have the money will get them. High-end fashion sneaker collaborations are not for the ‘dabbler’ in that brand. They are aimed at a regular customer and consumer people kitted in Louis Vuitton from head to toe, people they know who will buy!

The latest sneaker and fashion house collaborations most notably Kanye West and Louis Vuitton is a great business and design partnership. Two brands, overwhelming fan base and consumers with a love for the product is success. I know some people who will be getting these when they drop but I’m going to have to abstain. 

Check out this article by Sneaker Freaker Magazine all about Luxury Sneakers.

A guy came early on Saturday morning – expecting to cop a pair – JOKER! (sidebar: little did we know though….) And he was talking about this pair of shoes, that pair, that collaboration, that colourway! For once I couldn’t pass comment! Waiting for them Yeezy’s made me realise how…. not only small my sneaker collection was – 30 by the way.

But how if I’m really serious – I might need to step my game up!
That being said for what I have – I AM HAPPY AND I STILL GOT PAIRS PEOPLE COULD ONLY DREAM OF !

But he mentioned these “swagger joints” and he wouldn’t stop going on about them and I can see why!
…… Next to the Yeezy’s the most stylistic and truly swagger-ful trainer I have seen!
These MAKE a statement!
Check em out!

And before you ask – they are the same trainer!

They have that Jordan One feel that I love and the high tounge is serious!
Peep the full info here. These are definately ones to watch!

Air Yeezy shoe = Air Yeezy store! AMAZING!

I love the crowd pictures of people waiting for the Air Yeezy’s. Mainly to check peoples style but just because I was someone in that crowd too. 

Peep the full article here.