Have sneaker brands run out of ideas? A world stuck between historic silhouettes and uninspired collaborations
If it's true that fashion is cyclical, the same could be said about the world of sneakers. Between revivals, re-editions and flashbacks, brands seem to have found a niche in which to hole up to escape the inexorability of time, often leveraging a closed-minded market, which prefers to look to the past rather than imagine the future. The Nike Dunks, successfully relaunched by Nike and become the reference silhouette of 2020, are the perfect example of a phenomenon that doesn't seem to know distinctions or exceptions and that risks, over time, to turn the "game" into pure boredom.
Nike's super ecological sneaker and Kanye West's latest creation share a strong sense of revolution, a desire to change the rules by going beyond the sneaker word paradigms, but also by a common destiny. Appreciated by few and misunderstood by many, these two models could become the ideal starting point for a new and courageous sneaker game, a change of gear that sees everyone as protagonists, both brands and fans. The Nike GO FlyEase is not enough to change things, you need the awareness that if profit is the most important thing for a brand, it's creativity and innovation that make the difference.
