A Definitive History of Converse

Birthing some of the most important footwear silhouettes the world has ever seen such as the Chuck Taylor All Star and the One Star, it’s unlikely that you haven’t already heard of Converse. The legendary sneaker brand has been worn by all the cultural icons you can think of over the years and you don’t have to walk far down any street to spot a pair out in the wild. What you may not be aware of however is just how expansive and rich the brand’s history is, and that’s why here at The Sole Supplier we’re about to delve into the archives and tell the amazing story behind this brand.

From humble beginnings in 1908 right through to international stardom and high-heat collaborations, strap yourself in as we prepare to explore the history of Converse through it’s epic journey to becoming a globally-recognised label.

The story of Converse begins in Massachusetts, USA well over a century ago, as an individual named Marquis Mills Converse founded the label, The Converse Rubber Shoe Company in 1908. Originally, the brand specialised in creating galoshes, a specific type of waterproof overshoes made of rubber. By 1910 Converse realised that the market for galoshes was limited and began to create sneakers. It continued to use rubber for the sole sections of the sneakers and opted for a fabric upper, with pairs only produced in a natural brown colour. These didn’t exactly take off at first, as at the time the general public didn’t have a need for such shoes.

By 1915 the brand started to shift its focus onto creating athletic footwear, and more specifically basketball sneakers. The original sneakers had now evolved significantly and were referred to as the “Non-Skid”, starting to resemble the Converse high-tops we all know and love today. In 1920 Converse debuted another further-developed rendition of the sneakers that became known as the “All Star”, developed specifically for basketball players.

In 1921, a semi-professional basketball player known as Charles "Chuck" Taylor joined the team at Converse as a part-time salesman. Little did anyone know that he was about to become one of the most influential members of the team. By 1922 Chuck’s driving force for innovation was already beginning to show, as he suggested several improvements to the All Star to improve flexibility which were immediately taken on board, with the sneaker being renamed the “Converse Chuck Taylor All Stars” - a name that is still used today. Taylor also went on to manage Converse’s first official basketball team, titled the Converse All Stars.

Chuck Taylor continued to prove himself as an incredible asset to the brand as he single-handedly travelled around the USA promoting the sneakers, which became so successful that Converse even incorporated his name into the new logo. By 1936 the Converse All Star became the official sneaker of the American Olympic Basketball team, where it remained until 1968. They also became the official training sneaker for the American Military throughout WW2.

Post World War II, Converse continued innovating with new ideas, launching the All Star in an all-black variant that was instantly a popular choice. By 1957 Converse made up for over 80% of all sales in the basketball sector, but things were about to get even bigger, as the brand launched their sneakers in an array of different colours as it prepared to enter the world of mainstream fashion. Icons such as James Dean and Elvis Presley adopted the sneakers as reliable wardrobe staples, propelling sales to the next level.

1969 saw Chuck Taylor sadly pass away from a heart attack, however his legacy continued to thrive as an upgraded version of the All Star launched that same year, offering up premium material such as leather and boasting a refined silhouette. Throughout the early 1970s Converse launched several brand-new silhouettes, all of which remain popular today: the Jack Purcell, the One Star and the Pro Leather.

As the 1970s drew to a close, Converse continued to prove itself to be a force to be reckoned with in popular culture. The world of rock music had developed a love for the All Star, with legends such as Robert Plant (Led Zeppelin), The Sex Pistols and The Ramones all opting for it as their sneaker of choice. The best was yet to come however, as in 1983 Converse launched a brand-new basketball sneaker named that Fastbreak that was worn by none other than Michael Jordan in the last season before his Nike sponsorship. He even wore them during the Olympic finals, in which team USA took the gold medal.

The cult classic movie Back to the Future launched in 1985, with Michael J Fox pictured in All Stars for much of the movie. While at the time Converse seemed immovable, shortly after Nike unveiled the Air Jordan 1, Michael Jordan’s brand-new signature basketball shoe. Ultimately, this was the beginning of the end for Converse sneakers in professional basketball. In the years that followed, sales dropped and All Stars were no longer the sneaker of choice for ballers, although their unique appeal in the fashion world kept them alive, with newfound stars such as Nirvana’s Kurt Cobain and hip hop’s Ice Cube opting for All Stars throughout the 1990s.

The early 2000s became one of the most difficult times for Converse, as sales continued to fall, despite the All Star still being one of the most recognisable sneakers on the planet. By 2001 the competition became too much, with the brand filing for bankruptcy. While it seemed like it could all be over, in 2003 Converse’s former nemesis Nike saved the day by acquiring the brand for roughly $305 million and breathing a new lease of life into the label, hoping to propel it back to its former glory days.

The early 2000s were still a struggle for Converse, but backed by Nike it managed to pull through and regain some of its popularity, with All Stars even being worn by Will Smith in the popular movie I, Robot. In 2008 the brand launched a new marketing campaign titled the “Connectivity Campaign” that played on the popularity of the sneakers in alternative music. Ads featuring Billie Joe Armstrong of Green Day and Sid Vicious of the Sex Pistols, promoting the concept of individuality.

As we edge closer to the present day, it’s hard not to mention the success of the hundreds, if not thousands of collaborations launched by the Converse brand. 2009 saw the label join forces with none other than COMME des GARÇONS PLAY for the first time, debuting the now iconic sneakers that bear the instantly-recognisable love heart logo. By 2013 Nike had grown Converse from a bankrupt company into one valued at $1.4 billion, with the label now repositioned as a leading lifestyle brand.

The collaborations continued to come in hard and fast, with the likes of KITH, Off-White, Coca Cola, Carhartt WIP, Tyler the Creator, and plenty of others joining the Converse family. While it hasn’t always been easy for Converse, it’s safe to say that the brand has managed to stay relevant for well over 100 year, proving itself as a force to be reckoned with in the footwear industry.

Converse have cemented themselves firmly within the streetwear scene, and have come to represent many subcultures over their years. From dominating the NBA to being seen on the feet of musicians and skateboarders in the 1990s, even now you cannot escape the reach of Converse. It's a brand steeped in history and is truly an icon of the industry.

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