October 7, 2013 BY Aaron Kr. / 3
Footwear collabs are everywhere you look these days, but despite the oversaturation and overuse of the “A x B” formula by almost every brand you can name, the truth is that it can’t be ignored as a powerful tool to build some buzz around their products. Aside from the sense of intrigue and importance that these co-branded initiatives can bring to a project come release time, it’s also a pretty shrewd business move to recruit eager and capable individuals to do your work for you. It’s easy to see why it makes sense for the shoe brands to continuously go to these outside wells, but they’re not the only ones reaping the benefits.
As consumers, we’ve been bombarded by sneaker collaborations ad nauseum, but without them, we’d be missing out on the some of the most original concepts, approaches and executions currently being produced. By reaching outside their walls and tapping into a broad spectrum of creative sources, these projects open the door for all sorts of stories to be told and personal visions to be realized. Naturally, there are plenty of misses to go along with the hits, but there’s no denying that they make the landscape much more interesting than it would be if we were forced to rely on in-house efforts alone.
Because of the historical success and current popularity of the tagteam blueprint, the field of worthy collaboration candidates has expanded considerably beyond just sneaker boutiques, corporate partners and rappers to include creative partners from all different nooks and crannies of the industry and its various related subcultures. Nowadays, new and unexpected precedents are being set all the time and we’re constantly treated to fresh new takes on classic silhouettes thanks to a veritable melting pot of unique individuals and perspectives.
If you’re familiar with his work, you’re well aware that Gary Warnett is one of the sneaker world’s most knowledgeable and insightful voices, but it still came as a bit of a surprise to learn that he was collaborating on a shoe with Reebok. Best known for his edutaining footwear write-ups and his affiliation with UK heavyweights, Crooked Tongues, Gary is as qualified and deserving as anyone to design a shoe, but he’d be the first to tell you that it was an opportunity he never could have expected. Continue on as Gary fills us in on the story behind his Reebok Classic Leather and much more, and make sure to keep an eye out for them hitting Packer Shoes and other global Reebok accounts this coming Saturday, October 12th.