Sunday, June 03, 2012

Pumped-up sneaks and hyped up kicks

The new fashion is wedged heels disguised under runners. Celebs such as Beyoncé, Heidi Klum, Ciara and Alicia Keys, have all been seen tottering out on pumped-up kicks. Designer Isabel Marant and lines such as See by Chloé and Marc by Marc Jacobs have taken the comfort and style of classic kicks and fused them with teetering wedges. What Crocs did for the challenged colour sighted, pumped up kicks has done for small in stature and according to some fashion pundits they are not happy. Nicholas Mellamphy, the creative director for The Room at The Bay, is no fan, but Holt Renfrew’s Christine Carlton disagrees.

The jury are still out however on the new Nike Air Yeezy II. The shoe collaboration with musician Kanye West and Nike has been hotly anticipated and is distinguished by a ridgeline on the back of the shoe, from the sole to the collar. It is not clear how many of the shoes will be distributed but theyare expecte to carry a price tag of $US 245. This will exponentially rise once the limited editions are available on eBay. To try to avoid the violent outbursts that sometimes occur at limited shoe launches Nike have encouraged the use of web-based communications tools like Twitter RSVP which inform potential customers the availability of the shoes and what steps need to be followed to reserve a pair. The new system has been criticized by commentators in the sneaker-enthusiast community because it does not address consumer behaviour at independent stores that sell Nike shoes, which is where most acts of violence have occurred.

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