Will this hype ever die?
There is simply no denying that the Nike x Off-White collection is the biggest in the world right now. When “THE TEN” initially released back in late 2017, it caused a buzz like nothing that we had seen in the sneaker community for years. Now, Virgil Abloh and his label are pushing more and more styles out and we beg the question, will this over abundance of sneakers harm the collaboration in the long run?
Let’s take you back to the beginning of this fabled collaboration. Off-White had been causing a stir in the streetwear scene for several years and when rumours began to circulate of this collab, people began to take notice. When celebrities like A$AP Rocky and Frank Ocean were spotted wearing these coveted trainers, the hype began to blow up.
Fast forward to the end of 2017 and you began to see what this long build had been for. People were entering raffles left, right and centre just for the opportunity to buy these sneakers.
Now midway through 2018 and “THE TEN” has already become “THE THIRTEEN” and with yet more pairs slated to release this year, could we see the hype for these pairs deteriorate?
Let’s take a look at the 3 that have already launched in 2018. The Off-White x Nike Air Jordan 1 ‘White’ is an anomaly due to it being a European exclusive, this drove hype overseas and kept the mystique around this collab.
Then we have the White and Black VaporMax, for me the OG VaporMax, along with the Presto, was the best of the original 10. Yet, these latest iterations seem less inspired and an easy win for both brands. This also goes for the rumoured Zoom Fly and Air Force 1’s, all of these were dope when they initially launched but rehashing them with new colourways takes away from the initial buzz.
So how can Virgil and Nike stop this from becoming a repetitive cycle? There is a very simple answer, new silhouettes. Nike has a back catalogue like no other and Virgil’s enthusiasm for the brand is clear for all to see. Imagine him putting his deconstructed spin on an Air Max 1, that could easily be most aesthetically pleasing sneaker we have seen.
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