Sneakerness Zurich convention just wrapped up with massive attendance viewing every type of leading-edge sneaker style on display to the insatiable sneakerhead audience. In its 3rd annual convention, it’s clear that Sneakerness is a growing force in the world of footwear, but also that sneaker culture is a strong marketplace within youth culture, and now, […]
Our data doesn’t lie yet no matter how many times we’ve pointed out the sneaker market potential of females in youth culture, more than once we’ve heard brand managers and marketing execs state they’re “just not targeting there.” “There” being females into sneaks. Even brands that rank higher among females as a preferred footwear brand […]
The Beijing Fixies for the China Originals campaign. Photos by Ka Xiaoxi. The recent launch of China Originals with the creative team from NeoChaEdge has brought attention to the growing scene of fixed bike culture, and urban cycling in general. Not only is this subculture defining new lifestyle territory in the United States and Europe, […]
Li-Ning dives into the American marketplace yet again. This time via ecommerce and Facebook.In our China Youth Culture Studies, the sportswear brand Li-Ning continues to crawl up the ranks as a top preferred brand among 15-25-year-olds. Interestingly however, in the United States (and elsewhere), it’s one of the biggest global brands that nobody really knows. […]
H&M and their last masstige collaboration with Versace sent crowds into a frenzy for the limited-edition items.Just as the fast fashion highstreet giant H&M debuted their designer collaboration with Versace to huge fanfare and crowds at most stores as the limited-edition collection went on sale a few weeks ago, today they announced their next collab: […]
Three distinct movements among a new generation of consumers are changing the course of footwear trends, particularly sneakers. Here’s what’s going on.
New finds at Agenda, plus a mix of classic older brands showcasing edgy-retro styles made for a unique mix that stoked buyers and attendees.
New initiatives including Made by Project featuring 11 artisanal brands making items on-site adds the nod to craftsmanship within the evolution of this show.
Adidas keeps Yamamoto on a pedestal, creating only the high-end collection Y-3. Strategically, it makes sense. In new short documentary, Yohji reveals his inspiration.
Youth culture retail reported some major hits recently, but good ideas are resonating.