PRO-Keds are about to arrive in Italy - One of the pillars of New York's 70s aesthetic and streetwear

American culture has given streetwear lots of its symbols, but there's one of the most famous American brands in the New York basketball scene that had not yet made an appearance in Italy – at least until today. The brand in question is PRO-Keds, an icon of 70s and 80s aesthetics, which next month, thanks to the Wolverine Worldwide group, will arrive in Italy with its SS21 collection. The General Manager of Wolverine Italia, Andrea Rogg, explained:

PRO-Keds has an incredible history: it's one of the founding brands of sneakers culture in New York. It's a brand with a unique identity that saw its boom in Harlem and the Bronx in the 1970s. Bypassing the boundaries of gyms and playgrounds – they were born for basketball – they became the reference sneakers on the streets of New York and are often worn by the founding fathers of Hip Hop and the b-boys of the time.