TWOTF: We’ve seen a lot of Celebrities and sneaker community celebrities in the promotional video….the sneakerheads, the ones spending their 9 to 5 money and camping out in the streets are they represented in the book?
The sneakerheads were the ones who helped us decide what would be featured in the book, so in that respect, yes they are represented. Without them camping out, commenting on blogs and forums or social networks there wouldn’t be hype, they made certain editions stand out which made us include them in the book.
Probably down to media coverage, unfortunately as much as the street savvy and extremely knowledgeable sneakerhead might execute the most mind blowing collaboration, they might not have the same following as someone as high profile as Dizzee Rascal, who has millions of fans globally and would therefore gain mass media coverage. Especially if the collaboration coincided with a new album such as the ‘Tongue and Cheek’ edition did.
Also, the adidas collectors project actually did give certain sneakerheads that very opportunity, so maybe this is the beginning of more projects like that to come!
TWOTF: Do you think there have been too many collaborations in recent years? Is the sneaker collaboration losing its magic when often it seems that there is a pair of collab kicks dropping every week?
It’s definitely not as anticipated as it used to be. It takes a truly unique colourway, or make-up, often backed up with a interesting story to make anything stand out from the crowd nowadays.
TWOTF: What do you think about the resale game, especially here in the UK where often kicks are being sold on ebay the day they drop, and especially the hard to get collab kicks?
It’s a shame for the people that actually want to get hold of the sneaker to wear and have to pay excessive amounts to do so but as long as there’s someone out there willing to pay more than retail, there will always be someone charging double, or in some cases ten times more.
We’re only a couple of months in but what do you think has been the best sneaker collaboration of 2014?
Nike Air Max x Roundel by London Underground
Thanks again to Niranjela and Joel and the U-Dox crew.
Sneakers: The Complete Limited Editions Guide by UDOX is published by Thames & Hudson, and is a steal at just £16.95. Cop it now!
The Word on the Feet 