E’ SNEAKERS MANIA!!!

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Vintage Sneaker

2 Sneakers bb

“Sneakers” di Beatrice Brandini

Alcuni mesi fa, in America, un paio di sneaker sono state battute all’asta per 71mila e 533 dollari (circa 64mila euro!), raggiungendo un record assoluto. Questa notizia fa riflettere su quanto il mercato di questo settore sia florido e di quanti appassionati ci siano, non soltanto (come si potrebbe pensare) per un paio di Jimmy Choo o Manolo Blahnik… 

Le sneakers sono LE SCARPE del presente e futuro, sdoganate completamente dal loro contesto sportivo.

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Air Jordan Nike

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Brandblack 

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New Balance 

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Adidas Y3 by Yamamoto

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Adidas Y3 by Yamamoto

Molti anni fa le sneakers (per noi italiani nati prima dei social, le scarpe da ginnastica) non erano un oggetto di culto, non erano di moda e soprattuto l’offerta, e conseguente scelta per il consumatore, era molto limitata. C’era una scarpa per correre, una per giocare a calcio o basket, una per stare semplicemente comodi.

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Puma King by Jil Sander

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Adidas by Raf Simons

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Adidas by Raf Simons

10 raf-simons-for-adidas-originals-fallwinter-2014-collection-08

Adidas by Raf Simons

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Converse by Missoni

12 converse-x-missoni-winter-2014-collection

Converse by Missoni

Poi sono arrivate le tecnologie con le successive variazioni sul tema, ma sopratutto è arrivata Jil Sander che sul finire degli anni Novanta ha “firmato” una storica scarpa della Puma, la King, ed ha (è) cambiato tutto… Io c’ero, nel senso letterale del termine, poiché lavoravo per l’azienda tedesca proprio in quegli anni (un sodalizio durato 13 anni!), e da malata di moda com’ero (molto più di adesso) capii subito che era una svolta, per noi di Puma e per tutto il settore sportivo.

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Adidas Stan Smith rainbow by Pharrell Williams

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Adidas Stan Smith rainbow by Pharrell Williams

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Adidas supershell by Pharrell Williams

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Puma Mihara

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Adidas Original Stan Smith by Raf Simons

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Puma by Alexander McQueen

Dopodiché sono arrivati Yamamoto con Adidas e la linea Y3, Stella McCartney (Adidas), Alexander McQueen e Sergio Rossi (Puma), Raf Simons (Adidas),  Kenzo (Vans), Missoni (Converse), Riccardo Tisci (Nike)… per non parlare di collaborazioni artistiche come quelle con Philippe Stark (Puma), Fondazione Keith Haring (Reebok), Murakami (Vans)… o di Pop stars come Jamiroquai (Adidas), Pharrell Williams (amandolo da vent’anni l’avevo segnalato all’allora direttore artistico di Puma International, era frontman dei N.E.R.D.. ma già estremamente carismatico e talentuoso,  adesso uomo Adidas…), Noel Gallagher (Adidas) Kanye West (Nike e Adidas), Paolo Nutini (Puma)…

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Adidas by Kanye West

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Adidas by Kanye West

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Adidas by Kanye West

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Adidas by Rick Owens

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Adidas by Rick Owens

Ma non credo, come molti affermano, che la ragione di questo incredibile e crescente successo stia nella tecnologia, probabilmente essa ha migliorato le prestazioni dei prodotti, soprattutto attraverso i nuovi materiali, finalizzando le performance a livelli mai raggiunti prima, ma se si fosse trattato solo di questo le sneakers & C. sarebbero rimaste dove erano, ovvero negli stadi, nelle palestre, nei campetti…

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Nike Air Jordan

24 puma-suede-mono-iced-pack-02

Puma Suede

25 nike-air-max-90-midnight-navy-wolf-grey-usa-1

Nike Air Max

Le Sneakers si sono evolute in pieni anni novanta con l’avvento di sportivi icone  con i quali era facile (sognando) identificarsi (fra tutti Michael Jordan), di gruppi hip hop e R&B che diventavano voce delle “minoranze” e fenomeno dello street style, di una voglia di abbigliamento comodo ma esteticamente bello.

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Adidas Yeesy

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New Balance made in England 

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Nike Air Max Platinum

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New Balance suede and tweed

Adesso ogni stilista o brand di lusso (anche quelli storici ed estremamente chic come Chanel o Dior) sviluppa una propria linea di sneakers, sono in passerella, su redazionali di tutto il mondo, ed è facile, anzi consueto, trovarle a completamento di un gessato o di un abito lungo….

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Vans by Takashi Murakami

31 murakami-classic-slipon-flower-multi-color

Vans by Takashi Murakami

32 puma-my-70-gold mihara

Puma by Mihara

33 jeremy scott

Adidas by Jeremy Scott

Molti anni fa il noto proprietario dei bellissimi e storici negozi di calzature Raspini di Firenze,  mi confessò “le scarpe di estrazione sportiva saranno il futuro, che ci piaccia o no…, pertanto ogni marchio si dovrà adeguare..”. Aveva ragione!

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“Bella gente” con sneakers….

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Vintage sneakers advertising   

Buona vita a tutti!

Beatrice

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