September 25, 2013 BY Aaron Kr. / 1
It’s not a stretch to say the adidas shoes that Jeremy Scott designs aren’t made with the mainstream sneaker audience in mind, and that’s just fine with him. Scott has never been one to play it safe and blend in with the crowd, whether it’s with his fashion designs, sneakers or his various other creative endeavors, and as you might imagine, many fans of his work are cut from the same cloth. It takes a bold and confident individual to pull off having giant wings or stuffed animals on their shoes, and the market has proven that there are plenty of eager consumers ready to take that leap and turn some heads.
Jeremy Scott and his ongoing adidas Originals collection have pushed the limits and gone so over the top in so many different ways, that it’s hard to imagine what’s left for him to do to continue flabergasting the sneaker world. At this point, we’ve become accustomed to his wild and whimsical sneaker creations and some of the shock value has worn off, but when Scott and his O by O line first launched in 2008, it was like nothing we’d ever seen and a lot of people didn’t know what to make of the unorthodox designs.
There was a cult following from the beginning that quickly spread to the point that each new release became a must-have for the ever-growing swarm of Jeremy Scott devotees. The first few years of releases were distributed in limited quantities and were especially scarce in the U.S., where they could only be found at a handful of Stateside retailers. Nowadays, Jeremy Scott x adidas sneakers are much more readily available and sold in far greater quantities – a development necessitated by the enormous demand generated by years of growing momentum and awareness, but also thanks in large part to an impromptu hip-hop co-sign that introduced Jeremy’s Wings 2.0 to a whole new audience.
Back in 2011, then up and comer, A$AP Rocky gave the shoe a sincere and completely organic endorsement when he wore it (and
prominently featured it) in his video for “Purple Swag”, a song that went mega-viral and is currently clocking in with over 23 million views. Rocky’s choice of footwear that day proved to be an invaluable bridge between Jeremy Scott and the hip-hop world, in one fell swoop, making the shoes cool to a valuable segment of the sneaker market who may have previously been skeptical or unaware of the eccentric designer’s outlandish offerings.
A$AP Rocky’s fondness for the line and contribution to the cause did not go unnoticed by adidas or Jeremy, and eventually, it led to relationships with both. As the public got to know Rocky better, it became clear that not only did he have a passion and flare for fashion, but also a unique sense of style that helped him stand out from the pack and influence the landscape of hip-hop fashion in the process. As fellow renegade innovators, there was a natural mutual respect, and Jeremy and Rocky eventually formed a friendship. The seeds for an inevitable sneaker collaboration were planted and it was only a matter of time before something grew from it.
It may have taken a while to come to fruition, but a co-conceived shoe is finally on the way. Appropriately revisiting the Wings 2.0 model, the “Black Flag” edition pays homage to Rocky’s history with the shoe, while incorporating new elements inspired by his own personal style and some well known imagery from his album covers. The end result is actually one of Scott’s subtler designs in comparison to some, but that would seem to be a vital component in properly capturing the blacked out A$AP Mob aesthetic.
The “Black Flag” Wings 2.0 will arrive at select retailers this Saturday, September 28th, but before it does, we wanted to get the inside story from A$AP Rocky himself. We asked him all about his new shoe, his friendship with Jeremy Scott and the future of A$AP Mob sneaker collabs, so keep reading for our exclusive interview and a detailed photo gallery in the pages ahead.