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Style

New York Embroidery Studio and the World of Fashion Embellishment

Despite the allure around many major fashion labels, not every single aspect of the design process takes place in their studio. That’s where companies like the New York Embroidery Studio come in, collaboratively working with other designers to help produce the garments that will go on to grace the runway, red carpet and more. We caught up with Michelle Feinberg, founder of NYES, to hear about how she started the practice and some of her favorite aspects of working in the fashion industry.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/reel/CdBDL0Rjmlc/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/reel/CdBDL0Rjmlc/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/reel/CdBDL0Rjmlc/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by NEW YORK EMBROIDERY STUDIO 🪩💫🌟 (@nyembroiderystudio)</a></p></div></blockquote></div>

How NYES Got Started

Michelle attended FIT in the city, and during her time in school began working for the historic business Manhattan Scalloping. She worked there until graduation, before having a stint at Victoria’s Secret, and then pivoting to Mona Slide Fasteners, the company that ended up buying a lot of the equipment from the defunct Manhattan Scalloping. In late 2001, the owner of the brand wanted to move operations up to the Bronx, but Michelle was committed to remaining in the garment district. “I really wanted to be close to designers,” she explains why it was important to remain in the neighborhood—where NYES operates to this day. 

By 2002, she had opened her own studio, humming along in the garment district of NYC. “I had the good fortune of being able to learn how to shave on their face, because I ran the whole business. So pretty much I got to keep all of my fashion customers,” Michelle explains. In this era, a lot of the manufacturing—for clients from Ralph Lauren to Tory Burch—was happening overseas in China. But by 2004: “I got tired of going back and forth and just decided, I’m going to do what I do well here. I wanted to keep manufacturing here. If you’re close to where manufacturing happens, you have the ability to innovate.”

The Development of the Brand
<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/reel/CdGk55Rg6dZ/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/reel/CdGk55Rg6dZ/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/reel/CdGk55Rg6dZ/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by ONE37pm (@one37pm)</a></p></div></blockquote></div>

In the years since the studio’s inception, the brand’s focus has become a bit more specific. “It’s gone from volume to more runway, specialty, and more product development. We’re doing a lot of prototyping, a lot of first samples, not a lot of mass market,” Michelle explains—although they are opening a new space soon to focus on mass production.

Throughout our conversation, Michelle keeps returning to the concept of collaboration. “What’s really fun about what we do is we get to collaborate with people,” she smiles to me in the conference room of NYES’ vibrant workshop. In all of NYES’ projects, Michelle is always committed to innovating and incorporating new technology to give the most opportunities to her clients. “It’s really development and anything with value add services. So from printing to embroidery and rhinestones, or specialty, novelty stitching. We do more of the things that a regular sewing factory that makes a basic hoodie wouldn’t necessarily have the equipment to do,” she explains. They were one of the first embellishment factories to incorporate 3D printing, a practice that many of their clients now come to them for. “We’ll use any sort of equipment, as long as we can help somebody create something new,” says Michelle. 

Michelle Feinberg

I think what’s so fortunate about doing what I do is I get to work with so many different types of designers that will push you in so many different directions.

Recently, NYES has contributed work to multiple Met Gala looks, the US Olympics team and more exceptionally high profile events. Hear Michelle describe the excitement of working on pieces donned by Olympic athletes in her own words:

<div class =”code”><iframe src=”https://embed.beams.fm/post-mini?id=053d642e-2934-48d4-b47b-cba9d6b934fc” frameborder=”0″></iframe></div>

They worked with Vera Wang on Amanda Gorman’s Met Gala look in last year’s gala, and contributed to multiple looks at this past event. When we chatted before the event, Michelle told me, “We have a lot of amazing people we’re dressing for this Met Gala,” but interestingly, “a lot of times I don’t know who it’s for.” Often they’ll get requests from designers, but don’t necessarily know who the product will be for. 

Getty Images

Her history with the Met Gala revealed a bit about Anna Wintour’s involvement in the event—which is more than some would guess. “I learned that she really approves all of the sketches and she’s super involved,” Michelle tells me. 

NYES also works with numerous burgeoning designers, such as Marshall Columbia and other wonderful up and comers: “There’s so many amazing young designers in NY, and that’s why I really want to be accessible and help people innovate and come up with fun new ways to do things that can help them generate business.”

The Future

The most exciting thing on the horizon for NYES is the opening of their new 80,000 square foot space in Brooklyn to escalate the brand’s large scale manufacturing. “We’re excited to keep manufacturing alive and well and healthy in New York, so that designers can continue to manufacture here. And I really want to be around for the next generation of makers, to help them innovate,” Michelle eagerly tells me. 

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/tv/CbaUFCmjLeJ/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/tv/CbaUFCmjLeJ/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/tv/CbaUFCmjLeJ/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by NEW YORK EMBROIDERY STUDIO 🪩💫🌟 (@nyembroiderystudio)</a></p></div></blockquote></div>

From the brand’s inception, Michelle has been committed to keeping manufacturing and the studio HQ where fashion happens—in NYC. It’s a large part of what has allowed the brand to see so much success for the past 20 years, and will certainly keep their work in the spotlight for decades to come. 

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Style

KkCo Founder Kara Jubin Talks Marrying Form with Function

“It’s really just a reflection, or extension, of myself,” Kara Jubin, founder of KkCo, tells me in our conversation exploring the development of her brand over the past few years. The LA-based designer launch KkCo in 2019, and has since released numerous collections unifying the historically disparate notions of utility and femininity. We had the chance to catch up about the genesis of the brand, the newest collection—entitled, BLURR—and the rest of 2022.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/Cb8ty50vsXP/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/Cb8ty50vsXP/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/Cb8ty50vsXP/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by KkCo (@kkco)</a></p></div></blockquote></div>

The Genesis of KkCo

Kara prefers to let the pieces speak for themselves, opting for the name KkCo (the second ‘k’ is silent); “It has no meaning at all,” she chuckles to me when describing the name. She originally meant to call the brand simply “K,” wanting the name to construct zero connotation around the product. But when the initial name ran into trademark issues, she opted for a name reminiscent of a grade school chalkboard’s rendition of the 11th letter of the alphabet: Kk. 

With a background in domestic production in LA as a freelancer for a myriad of brands, launching her own line seemed the natural next step for Kara in late 2018. “KkCo was something that I feel was the result of perfect timing,” she tells me, referring to the culmination of the skillsets and network she had built freelancing coupled with her desire to build something more personal. “I’d always wanted to start my own brand, it’s something every designer dreams of,” she tells me, adding: “I wanted to give the world my perspective.”

The brand launched its first line in June of 2019.

The primary through-line in KkCo’s garments is a notion of utility. “A lot of it comes from gut instincts or hobbies or things I’m interested in at the moment,” Kara tells me, going on to explain the impact of outdoor culture from the LA area on the brand’s development.

“There’s always a functionality purpose to things. There’s always a balance to the utility,” Kara explains. Throughout our conversation, Kara emphasizes the importance she places on the pragmatism of every KkCo product. “Even if something is super feminine, it’s made of nylon or there’s some utilitarian twist,” she explains. In the early days, the plan was to keep KkCo direct-to-consumer, but as retailer interest in the nascent brand built, they transitioned into a hybrid model—doing exclusive wholesale capsules with certain retailers and other methods of distribution that toed the line between both worlds. In early 2020, they began working on a more wholesale basis, while maintaining exclusive capsules to sell direct to consumer. 

“In between [the wholesale calendar], we’re constantly still developing micro capsules for our site or to be offered to retailers that are smaller, but have deep meaning or research behind it,” Kara explains the brand’s current approach to distribution.

BLURR
KkCo

The brand’s latest collection, entitled BLURR, is a textbook representation of the ethos that has driven so much of Kara’s work. A brand built around the ambiguity between disparate practices, Kara’s intent with the recent capsule was to blur the worlds more than ever before. “With BLURR, we kind of blended those worlds. There are nylon dresses, but they’re super feminine,” she explains, adding: “but then they have utilitarian pockets too.” 

KkCo

A question she aimed to answer with this collection: “Coming out of Covid, how are we going to want to dress?”

The pandemic prompted many of us to reexamine our relationships with the comfort of clothing; as we begin to emerge, we need to find ways to maintain a commitment to what was once lost, but still feel confident about our appearance as we leave the house. “Its comfort, but doesn’t feel like you’re in a sweatsuit,” Kara describes the Canyon sets to me. “Still lounge, still comfort, but we’re ready to get dressed,” she smiles.

KkCo

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CcyOh7EPXKh/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CcyOh7EPXKh/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CcyOh7EPXKh/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by KkCo (@kkco)</a></p></div></blockquote> “,”hedKkCo x Volver Workshop</div>
KkCo x Volver Workshop

One of my favorite pieces from KkCo is their collaboration with footwear workshop Volver, which takes the form of a collection of mules and other summer-centric shoes. The cobbler behind Volver spent years training with cobblers in Spain, and now hand makes each pair for the line in her Brooklyn studio. The mules aren’t technically a part of the BLURR collection; they’re “an ever evolving piece that we offer on our site only,” Kara explains.

I was curious to hear a bit about Kara’s personal favorite pieces. To my surprise, she is behind the lens for most of KkCo’s lookbooks, acting as designer and photographer. For this practice, the “utility vest is a photographer’s best friend,” she says. The numerous nylon pockets prevent a creative from needing to lug around a bag to carry the tools of their craft. “I like that there’s that balance. You feel feminine but it still has utility,” she explains. 

The Future

Kara is already working on the brand’s next collection, Apricity. “Apricity” is a criminally underused word to describe the feeling of the warmth of the sun—particularly in winter. “We went deeper into the idea of utilitarian mixed with feminine, but also pulling these colors that feel very much an ode to California in the winter,” Kara explains the forthcoming collection. “There’s a lot of 90s Oakley colors—or like 90s Quiksilver—washed out blues and limes,” she describes, a color palette I am certainly familiar with. That collection will debut in the fall.

She’s also working on the KkCo Outside project, a segment of the brand that focuses more heavily on functionality, specifically for the outdoors. It first launched last year with Urban Outfitters, and is returning this summer with Urban and SSENSE. She sourced a lot of old Patagonia, North Face and Gramicci to help construct the functional garments for the outdoor-focused line. 

KkCo, like its founder, is all about the ambiguous zone between distinct worlds. “Artfully weaving between masculine and feminine, sport and special occasion, function and form, KkCo occupies the space between,” reads the brand’s onsite description. Whether one identifies as an outdoors-aficionado, artist in need of extra pockets or just someone who wants to wear a pretty dress, KkCo is a good bet. You can shop the brand at their website or on SSENSE. 

Categories
NFT

Virtual Sneakers: A Guide to the Emerging Digital Trend

The fashion industry is quickly advancing into digital territory as it piques the interest of creators, celebrities and collectors around the world. From streetwear moguls like Bobby Hundreds and Jeff Staples to fashion giants such as Nike, Adidas, and Gucci, the digital frontier is ripe for innovation to push the boundaries of fashion. These innovations coincide with the expansion of sneaker culture, with highly-sought-out exclusive digital collectibles boasting record-breaking sales of over $100,000. Thus, virtual sneakers have become a major player in the future of digital fashion.

So What Exactly Are Virtual Sneakers?

Virtual sneakers often come in the form of NFTs, or non-fungible tokens that operate using blockchain technology. This means that each pair is unique and has a digital keychain that verifies its authenticity—like a StockX tag, but permanently documented on the blockchain. They can be worn either as digital wearables for your avatar in virtual spaces like Decentraland and Roblox, or they can be seen through augmented reality filters using apps like Snapchat. 

Brands Creating Virtual Sneakers
<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CNfl5RsA-RB/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CNfl5RsA-RB/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CNfl5RsA-RB/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by FEWOCiOUS (@fewocious)</a></p></div></blockquote> “,”hed1. RTFKT x FEWOCiOUS</div>
1. RTFKT x FEWOCiOUS

The collection that ignited the craze for virtual sneakers came from a collaboration between digital fashion and collectibles company, RTFKT Studios, and 18-year-old artist, Fewocious. In February 2021, they released three editions of virtual sneakers that cost $3,000, $5,000, and $10,000, respectively. Within minutes, they sold out the full collection of 621 pairs equaling $3.1m.

Collectors of the sneakers were able to resell them on the secondary market for double the retail price or keep them and redeem a physical counterpart they could actually wear. Not only could you flex them in real life, but also flex the digital wearable in virtual spaces such as Gala Games, Decentraland, and Sandbox.

Read more about the collab here.

<div class =”code”><p class = “twitter-tweet”>https://twitter.com/UnderArmour/status/1473375443030052866?ref_src=twsrc%5Etfw</p></div>
2. Steph Curry x Under Armor: Genesis Curry Flow

In celebration of Stephen Curry’s record achievement of surpassing the all-time three-point NBA record, a virtual sneaker collection in collaboration with Under Armor made its way to the metaverse titled the “Genesis Curry Flow.” The sneakers are digital renditions of the shoes that the Golden State Warriors point guard donned during the game that he smashed the record and only 2,974 exist to honor the achievement.

The NFTs dropped in December 2021 and collectors were able to buy the memorabilia for $333 using a credit card instead of cryptocurrency. Steph Curry and Under Armor’s first foray into the NFT space sold out within minutes. These collectibles can be found on the NFT secondary market and are compatible to be worn in Gala Games, Decentraland, and Sandbox.

<div class =”code”><p class = “twitter-tweet”>https://twitter.com/verge/status/1373023152104738824?ref_src=twsrc%5Etfw</p></div>
3. Gucci Virtual 25

For as low as $9, you can own a package of 25 pairs of Gucci sneakers from the Gucci Virtual 25 collection. This collection was released last year in collaboration with Wanna, an app that uses AR functionality allowing users to try on each pair on feet through their filters.

This collab came after Gucci and Wanna previously allowed users to use the same AR functionality to try on sneakers before purchasing them physically. The Gucci Virtual 25 launched at the shift of revelation that there is value simply in buying virtual sneakers themselves. The sneakers are compatible with partner apps VRChat and Roblox, and are fully customizable in the Gucci Sneaker Garage for users to create personalized designs. 

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/tv/CYmIOcuqTAM/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/tv/CYmIOcuqTAM/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/tv/CYmIOcuqTAM/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by CULT\u0026amp;RAIN (@cultandrain)</a></p></div></blockquote> “,”hed4. CULT\u0026amp;RAIN Genesis Drop</div>
4. CULT&RAIN Genesis Drop

CULT&RAIN, an NFT luxury fashion brand based in New York, combines the physical and digital realm with their genesis drop of virtual sneakers. Retailing at a price of $1,500, the collection of 2000 sneakers was released in February 2022. Collectors of the genesis drop were able to claim their physical counterparts that are being manufactured in an Italian luxury factory.

The founder, George Yang, is a fashion industry veteran who is leveraging his connections from designing for fashion brands such as Guy Laroche and Cerruti Paris in order to deliver the highest quality of physical goods alongside their digital collectibles. Currently, only the Orion line of the collection of sneakers are compatible in Decentraland, but more lines are expected to be functional across more virtual stages. 

<div class =”code”><p class = “twitter-tweet”>https://twitter.com/RTFKT/status/1517595067736858625?ref_src=twsrc%5Etfw</p></div>
5. RTFKT x Nike CryptoKicks

The most notable release of virtual sneakers is from none other than Nike, who recently acquired the aforementioned digital collectibles company, RTFKT Studios. Together, they airdropped 20,000 mysterious digital boxes called MNLTHs for free to collectors of RTFKT’s NFT avatar collection, Clone X. The contents of these mysterious boxes were later unboxed to reveal yet another MNLTH box, a skin vial, and a pair of Crypto Kicks. This drop marked Nike’s first-ever virtual sneaker NFTs. 

Collectors have the opportunity to participate in customizing their sneakers by using the skin vials. However, some sneakers proved to need no modifications at all. Upon reveal, a small number of collectors were surprised with the limited-edition Takashi Murakami collaboration which has now sold for upwards of more than $100,000 dollars. These are expected to be compatible and wearable in Nike’s upcoming 3D virtual space, Nikeland. 

What’s Next for Virtual Fashion

As this virtual landscape continues to evolve, more and more people will be drawn to the space and consider the idea of digital fashion collectibles. NFTs provide a unique angle for companies to innovate product, connect with their communities, and enhance their brand experience.The technology introduces a new level of ownership and authentication that will attract collectors to curate their own collections of valuable and unique digital assets in this market. Ultimately, as the physical and virtual realms converge, novel ways of forging identity and immersing in experiences will be created and shape the future of culture. 

Categories
Style

The Green Street Festival and the Future of the Cannabis Community

“I keep reminding myself that the first Burning Man only had 35 people there,” Rama Mayo, president of Green Street Agency, kept reminding me during the run up to the inaugural two day festival this past weekend. His affirmations primed me for an event that was still a work in progress, knocking out the kinks and getting situated.

The actual event I attended necessitated no such disclaimer. It was a cannabis consumer’s dream. Over the course of two days, attendees enjoyed the food, art, music and—of course—weed produced by the welcoming community across a few blocks in downtown Los Angeles.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CdGiH15LTDP/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CdGiH15LTDP/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CdGiH15LTDP/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by Green Street Festival (@greenstreetfestival)</a></p></div></blockquote></div>

The Highlights

When revisiting a jam-packed two day event, it’s difficult to identify highlights for fear of accidentally omitting something spectacular. Nonetheless, these are some of my personal favorite activations and moments from Friday and Saturday.

Friday night was more intimate than Saturday, and featured numerous brands’ booths spread about a smokey (but well ventilated) floor. It was a party, boasting an environment that was simultaneously inviting and electric. The evening culminated with a chat between Harry Mack and GaryVee, performance from the former, and—finally—a bubble hockey showdown between Gary and, well, anyone.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/Cdl0yTQP02-/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/Cdl0yTQP02-/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/Cdl0yTQP02-/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by knechtthedot (@knechtthedot)</a></p></div></blockquote></div>

You really have to see Harry Mack freestyle live to believe it. Gary was—as always—insightful, and got the crowd excited for the performance following Harry’s discussion of how he honed his craft. After hearing him talk about the countless hours he’s put into the practice, hearing him actually do it was the cherry on top.

The bubble hockey beatdown was absolutely insane. I had no idea what it meant to be “good at bubble hockey,” but after watching Gary demolish weed influencer (and dear friend) Adam Ill in a 9-2 romp, it all became pretty clear. I implore you to really inspect this goal. The man can play.

<div class =”code”><p class = “twitter-tweet”>https://twitter.com/garyvee/status/1525538930048655361?ref_src=twsrc%5Etfw</p></div>

Saturday featured talks from Gary and Adam22, an interview with actor/director Jay Chandrasekhar moderated by Rolling Stone cannabis writer Mary Jane Gibson, a final performance from the legendary Juicy J—and more. All of this took place in the Majestic Downtown, a venue with dauntingly high ceilings and a historic interior that cemented the vibe of Green Street Festival as an ode to Downtown LA.

Everything on both days was hosted by the extremely charming comedian Mike Glazer, who managed to punctuate almost all of his introductions with staccato drags of rapidly dwindling Js.

Social Justice at Green Street Festival

There were too many wonderful brands present for me to reference every one, but a few booths that focused on social justice in cannabis were especially engaging. Farmer and the Felon, a brand cultivated by Cannacraft, had a great booth where representatives got to share the brand’s mission—partnering with the Last Prisoner Project to bring restorative justice to the cannabis industry. We also got to sample another Cannacraft product, the Lagunitas Hi-Fi Sessions, a really mellow alternative to alcohol.

At any legal cannabis event, it’s important to remember the numerous people impacted by the longtime prohibition of the drug. An organization called Freedom Grows had a booth running under the name “Bringing Light to a Dark Cell,” collecting signatures to pardon those incarcerated for cannabis, and raising money to “help prisoners with commissary money, books, magazines, family outreach, and public education.” Head to their site for more info.

Shot by Josh Monthei
https://www.instagram.com/josh.monthei/?hl=en

Plaid America also had activations for their cannabis brand Substance (“The cannabis brand helping end mass incarceration”) and art/pre-roll brand Skewville. Skewville’s site reads:
$2 per box will be donated to fund art programs in prisons because we know that for prisoners who participate in the arts, recidivism rates drop from 60% to 5%. Art heals. So does cannabis; individually and societally.

More to come on all of the above mentioned brands, as ONE37pm will be profiling numerous participants in the Green Street Festival over the coming weeks.

Final Thoughts

On the surface, the Green Street Festival was an absolute blast. But more than that, it signals a future of possibility opened up by the legalization of cannabis. Bringing an entire community together, entangled by a love of weed and an optimism about the future we can build together, the inaugural Green Street Festival is surely the first of many.

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Puffco Founder Roger Volodarsky Talks Innovation and Gratitude

If you’ve been a cannabis consumer for a decade, then odds are you remember the nascent days of “wax pens” and the headache that came with figuring out how to use the devices inspired by e-cig culture of the 2010s. While the convenience provided by these early gadgets was eye-opening for a lot of smokers, the learning curve coupled with the poor quality of many of the initial inventions made the experience less than ideal. But in the years since, largely due to the innovations by Puffco, concentrate consumption has been getting more convenient by the day. We spoke to the founder of Puffco, Roger Volodarsky to hear about how he first started the brand and its trajectory to date.

The Genesis of Puffco

Roger begins his story by talking about the early 2010s when, “what we were calling ‘wax’ at the time, hit the scene.” In that era, one of the only real ways to consume the wax (that we now call ‘concentrate’ or something more accurate) was through the archaic dab pens cropping up. “When that hit the scene in New York, I felt completely liberated, being able to run around the city and enjoy myself with no fear whatsoever of getting arrested,” Roger explains. But this was still an exceptionally new tech, and most of the products were prone to breaking. 

So a friend of Roger’s, who noticed his keen affection for the new smoking format, suggested, “Why don’t you try to do this yourself?” That was the birth of Puffco.

“I wasn’t doing it to make a ton of money, I really just wanted a better product than what existed in the market,” says Volodarsky. The brand launched in 2013, and one of their big innovations in the first few years was creating a vape system that didn’t rely on coils (or, god forbid, plastic wicks) and instead utilized a ceramic bowl. The Puffco accessories went through a few iterations, until the Puffco Plus launched in 2016—the culmination of all of the revolutionary tech Puffco was implementing into its smoking devices.

“It was built on the idea that this is a vape pen with no plastics in the air path, no glues and no fiberglass wicks,” Roger explains of the innovation. The Puffco Plus has had minimal upgrades since the 2016 iteration, as they got it right the first time.

https://www.puffco.com/products/puffco-plus
Puffco

“We still make the Puffco Plus; it’s selling better today than it did in 2016,” Roger tells me. Consumers have changed a bit since 2016, but they still keep coming back for Puffco’s beloved tools. Roger breaks down the difference in today’s vape market to me as comprised of two main factors: a higher expectation on the delivery of a fantastic experience and more educated users. Even with these changes in mind, the Puffco Plus still checks the boxes.

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Puffco is always evolving and integrating new products into its line, but the next major device launch was the Puffco Peak in 2018. Interestingly, Roger tells me, “when we were developing the Peak, there was a big conversation of, ‘should we be making this’ Concentrate sales were slowing at the time.” They pushed through and created the rig, which is to this day one of the most efficient methods for consuming concentrate available on the market. “Today in 2022, concentrates are the fastest growing segment in the space,” Roger remarks. Both the Puffco Plus and Peak have streamlined the process of consuming concentrate, alleviating the learning curve required by the early wax-based products. 

I was curious to hear about the OneTreePlanted initiative listed on their website. “We want to leave behind a better earth than the one we were born into,” Roger tells me after I ask about the program. To my surprise, this is actually just one of many initiatives the brand takes to give back. Roger explains how they have a lot of charitable efforts as a company (from raising money for Lupus to philanthropic efforts to give back to marginalized communities), but don’t always spotlight them from a marketing perspective; rather, they’re doing these things because it’s the right thing to do.

Roger Volodarsky

We really see this company as a vehicle for the change we want to see in the world.

The Future for Puffco

“Puffco is always working on something new,” Roger eagerly tells me. “Currently, we have fouteen different projects in development, from apps to accessories to larger initiatives and projects,” he elaborates. The brand is “in a constant state of development,” as Roger puts it. “We have more ideas than we have time to execute,” he says—a good problem to have. With recent releases like the Cupsy and other improvements to their products always in the works, Puffco—as was the case in its nascent days—is always committed to evolving and creating the best possible product for their community. 

I often ask founders what their favorite thing about their brand is, and it can be tough to nail down the exact answer. But for Roger, the answers flows like water. “That’s easy. My favorite thing is the person Puffco—and my community of employees—has made me,” he recalls warmly. Almost a decade since the brand’s inception, Roger is exceptionally grateful for how the evolution of the brand has contributed to a personal evolution. And in every utterance of gratitude, he references his team and the role they’ve played in his development.

Puffco will be present at this weekend’s Green Street Festival, and is—as Roger put it—”in a constant state of development.” In many ways, Puffco and Roger are the blueprint for how a brand can rise to success while maintaining a focus on what it was built on: innovation and the community.

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Thrift2Death and Sustainability in Fashion

Sustainability has long been a topic in fashions circles, asking those interested in getting dressed to investigate their practices of shopping. And while there are certainly brands who operate sustainably, one primary practice remains supreme in terms of reducing one’s carbon footprint and getting the most use out of the garments that are already circulating: thrifting.

Throughout the pandemic, numerous new avenues for buying recycled clothing have emerged, opening up new possibilities outside of just going to your local Goodwill. Thrift2Death is an NYC-based thrift pop up market and meet up community, started last year by Treysaun McGeachy and cofounder Christain Neils. We spoke to Treysaun ahead of the first summer Thrift2Death event of the year, which will be taking place this Saturday, May 14th outside of Slope Vintage at 71 5th Ave in Brooklyn.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CdJT38DrJXG/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CdJT38DrJXG/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CdJT38DrJXG/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by Thrift2Death (@thrift2death)</a></p></div></blockquote></div>

The Genesis of Thrift2Death

Throughout the pandemic, Trey began producing a lot of thrifting content on TikTok, posting reviews and other content meant to provide the community with resources for thrifting successfully. He was simultaneously working for a shop called Slope Vintage, and realized the potential opportunity for bringing a community together. He pitched the idea to his boss, partially based on the opportunity posed by the pandemic-initiated practice of closing 5th avenue to allow for shops and restaurants to spill out onto the street. 

“I have so many friends who are designers or curators,” Trey tells me, adding:  “So I thought it would be cool to highlight other people and small businesses, and just throw an event for the community.” They hosted the first event July 24th in the summer of 2021. “It went so well. It was a nice day, a lot of people came out and supported the businesses,” Trey recalls excitedly. The initial success convinced Trey that this could be a successful community-building model going forward. “Wow, this can be an actual thing,” was the immediate reaction.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CS7mVkvrd9z/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CS7mVkvrd9z/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CS7mVkvrd9z/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by Thrift2Death (@thrift2death)</a></p></div></blockquote></div>

They did events on a monthly cadence throughout last summer, and then had to figure out ways to activate throughout the colder months of NYC’s winter. They did a Halloween party with an org called Aftr Prty, did an indoor Holiday Market, and then did a fashion show in Spring 2022.  

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/Cc6J6Djr0SA/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/Cc6J6Djr0SA/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/Cc6J6Djr0SA/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by Thrift2Death (@thrift2death)</a></p></div></blockquote></div>

Summer is when Thrift2Death really thrives, and Trey is eager to get back to the streets of Park Slope for more events this summer. “In the beginning, we were mostly asking friends to participate,” he says, but after the success of last year’s events, they’ve had to open up applications for vendors for this summer’s events. Trey has also remained committed to making sure that vendors’ participation is accessible; they charge vendors only $50 to participate. 

As far as who Trey likes to feature at the event, he tells me that they try to prioritize those those who are running a small business, rather than just those who are trying to clear out their closets. “We just love seeing people who are passionate about what they’re doing,” he explains, adding: “We try to prioritize people who, this is their lifestyle.”

Thrift2Death 2022

As of today, there are four Thrift2Death fairs set for summer of 2022, with more to come. There will be an event on May 14th and 28th, and then two in June. In the coming weeks, Trey plans to finalize dates for July and August events as well, after which they’ll open up vendor applications for the many sellers eager to get involved with the event.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CdWSltSJGfj/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CdWSltSJGfj/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CdWSltSJGfj/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by Thrift2Death (@thrift2death)</a></p></div></blockquote></div>

In a world where thrifting is not only an accessible practice to acquiring a wardrobe, but one that emphasizes sustainability above any other shopping method, Thrift2Death and Trey are demonstrating a future of fashion that will never go out of style. See you this summer. 

Categories
Sneakers Style

The 30 Best Reebok Sneakers You Can Buy Right Now and Where to Get Them

2022 has been an awesome year for sneaker releases thus far, and while every major brand has dropped heavy hitters that have caused a stir, Reebok has been what we consider the “silent attacker.” From the Dee Brown re-releases to the different variations of the Instapumps, Reebok has been on a roll, and we feel it hasn’t been talked about nearly enough. As we’ve said plenty of times before, you can never go wrong with the classics, and Reebok has plenty of them. While doing a 2021 ranking is something we considered, we also realized that some of those shoes are no longer available. Instead, we’ll be giving you a list of newer releases that you can purchase either through Reebok’s official website, or resellers for a reasonable price. Below are 30 of the best Reebok sneakers you can shop right now.

1. Power Rangers F/S Hi Women’s Shoes
Reebok
Power Rangers F/S Hi Women’s Shoes

Release Date: July 2021

The Power Rangers and Reebok collaboration isn’t being talked about nearly enough in our opinion—especially these. This shoe is progressive, and the technology is incredible with its 3D silver heel clip and color pattern. Additional features include a lace closure with ankle straps, a leather upper, cushioned ankle, and rubber outsole. Definitely check this collection out if you are a Power Rangers fan.

BUY NOW AT REEBOK, $120
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.reebok.com%2Fus%2Fpower-rangers-f-s-hi-women-s-shoes%2FGW2425.html
2. Question Low Basketball Shoes
Reebok
Question Low Basketball Shoes

Release Date: July 2021

A.I. and Reebok have been busy, to say the least, dropping many different iterations of the classic Question Lows this year. The latest is a Clear White colorway which features an all-white upper and ice blue outsole. Silver and green colorways are also available, however, the green edition is only available to Reebok members. If you find yourself frequently buying Reebok products, then you may want to consider signing up for exclusive releases, discounts, and more.

BUY NOW AT REEBOK, $120
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.reebok.com%2Fus%2Fquestion-low-basketball-shoes%2FGW8165.html
3. InstaPump Fury OG “Digital Glow”
GOAT
InstaPump Fury OG “Digital Glow”

Release Date: March 2021

Cue the evil laboratory vibes. The Digital Glow colorway is up there with some of our favorite releases this year due to their gradient colors, transition effects, and the classic chaotic Instapump design that we all know and love. These sold out quite fast on Reebok upon its release, but you can still find them via reselling websites such as GOAT.

BUY NOW AT REEBOK, $120
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.reebok.com%2Fus%2Fquestion-low-basketball-shoes%2FGW8165.html
4. Maison Margiela x Reebok Tabi “Bianchetto”
StockX
Maison Margiela x Reebok Tabi “Bianchetto”

Release Date: April 2021

Maison Margiela and Reebok have put out some fire shoes in their collection, and these are among the best. By far the best thing about Margiela and Reebok collaborations have been the blending of luxury style with traditional streetwear, and the “Bianchettos” embodies that to the fullest with their rare design and split toe. Similar to the Instapumps, you can still cop them through resellers.

BUY NOW AT GOAT, $394
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fstockx.com%2Freebok-classic-leather-tabi-maison-margiela-bianchetto%3Fcountry%3DUS%26currencyCode%3DUSD%26size%3D6%26gclsrc%3Daw.ds%26%3Futm_source%3Dgoogle%26utm_medium%3Dcpc%26utm_campaign%3DOD-Segment-Sneakers-AdultSizes-(US)%26utm_campaignid%3D1032998786%26content%3D244607812448%26keyword%26gclid%3DCj0KCQjw24qHBhCnARIsAPbdtlItM_Kvv0LMDSm6ak83hLXfw6juISE_zyVVfnYiatj2Ex4zOhwH3nMaAjZ9EALw_wcB
5. Ghostbusters x Reebok Instapump Fury
StockX
Ghostbusters x Reebok Instapump Fury

Release Date: June 2021

Honestly, Ghostbusters couldn’t have picked a better silhouette than the Instapump Fury for this release. This shoe has all of the classic Ghostbusters colors and logo on top of the traditional Instapump design, and plenty of other cool features that give you a throwback to the 1980s. The Ghostbusters iteration of the Instapumps did as expected, selling out on Reebok about as fast as they were put on the website. Luckily you can still find them on the secondary market.

BUY NOW AT REEBOK, $285
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fstockx.com%2Freebok-instapump-fury-ghostbusters
6. Daniel Moon Club C Legacy Shoes
Reebok
Daniel Moon Club C Legacy Shoes

Release Date: July 2021

Daniel Moon just dropped a new collection with Reebok that features nine different colorways to choose from (though some of the colors are a part of Reebok’s exclusive access program), and are a reflection of the hair stylist’s creative and artsy side. The Solar Green iteration that we have listed is for everyone regardless of membership status and still has multiple sizes available. 

BUY NOW AT REEBOK, $100
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.reebok.com%2Fus%2Fdaniel-moon-club-c-legacy-shoes%2FGY5329.html
7. Reebok Pump Omni Zone II NERF Light Jammer Orange
StockX
Reebok Pump Omni Zone II NERF Light Jammer Orange

Release Date: June 2021

Reebok and NERF is another dope summer collaboration, and this one is our favorite for purely nostalgic reasons. The Nickelodeon colors are an instant time machine that takes us back to the early 2000s and seemed to resonate well with the Reebok community as they were another colorway that sold out within the first couple of days of their release. We’ve got you covered though—you can find them below.

BUY NOW AT REEBOK, $
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fstockx.com%2Freebok-pump-omni-zone-ii-nerf-light-jammer-orange%3Fcountry%3DUS%26currencyCode%3DUSD%26size%3D9%26gclsrc%3Daw.ds%26%3Futm_source%3Dgoogle%26utm_medium%3Dcpc%26utm_campaign%3DOD-Segment-Sneakers-AdultSizes-(US)%26utm_campaignid%3D1032998786%26content%3D244607812448%26keyword%26gclid%3DCj0KCQjw24qHBhCnARIsAPbdtlKWCJccXEFchib-1Zry9c8xVnisJeScTbRESfbnBbi6AIVxAJrwW0AaAq38EALw_wcB
8. Reebok Question Low “Glitch”
GOAT
Reebok Question Low “Glitch”

Released in April, we really enjoyed this release because it reminded us a lot of early 2000s sneaker culture in terms of its design and colors. Allen Iverson has done a great job of making his shoe modernized, while still staying true to his personal style, and what made his sneakers so great, to begin with. Definitely check this out if you are looking for a simple sneaker that still stands out.

BUY NOW AT REEBOK, $132
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.goat.com%2Fsneakers%2Fquesiton-low-glitch-gv7629
9. Hot Ones x Reebok “Spicy and Icy”
Reebok
Hot Ones x Reebok “Spicy and Icy”

These still remain one of our favorite releases of 2021. A fiery colorway designed to represent the “Last Dab Apollo Sauce,” the “spicy” edition of this two-part release brought the heat with its fire hydrant red upper, and yellow outsole. It’s not often that we see Reebok go super bold in terms of colors, so this was definitely a welcome sight and something different to start the year.

BUY NOW AT REEBOK, $160
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.finishline.com%2Fstore%2Fbrowse%2FproductDetail.jsp%3FproductId%3Dprod20390001%26brand_name%3DREEBOK%26styleId%3DGV7093%26colorId%3D627%26gclid%3DCj0KCQjw24qHBhCnARIsAPbdtlIvTf0pACCg6H3a2bdoac1pG_L2BSKAGjGqK-THzhCFWOLeOZxQ-4EaAs1DEALw_wcB%26gclsrc%3Daw.ds
10. Reebok More Buckets Men’s Basketball Shoes
Reebok
Reebok More Buckets Men’s Basketball Shoes

Doesn’t this shoe just make you feel like you’re at Finish Line? While we do enjoy online ordering, nothing beats being able to have an in-store sneaker experience. As far as this recent release, this is a pretty sick drop from Reebok that hit the market about a week ago, and in our opinion, is a perfect shoe for summer hooping. You gotta update the kicks from time to time, and not only are these aesthetically pleasing, but they are also relatively inexpensive.

BUY NOW AT REEBOK, $70
https://go.skimresources.com?id=27667X1584577&xs=1&url=https%3A%2F%2Fwww.reebok.com%2Fus%2Fmore-buckets-men’s-basketball-shoes%2FGY5473.html%3Fpr%3Dplc_rr%26slot%3D3%26rec%3Dctn
11. Reebok S. Carter
eBay

Following the turn of the 21st century when Reebok’s basketball division was on the upswing thanks to Allen Iverson, the company hoped to continue that upward trend by signing high school phenom LeBron James in 2002. Reebok, unfortunately, missed the mark on James and future Jordan Brand signee Carmelo Anthony that same year. They were forced to rethink the intersection of where sneakers, sports and entertainment were meeting if the 2000s were going to be meaningful for them.

In 2003, Reebok cemented that vision by signing Jay-Z to a multiyear endorsement deal that would include a signature sneaker and apparel collection. Reebok’s S. Carter was a play on the casual Gucci 84 tennis sneaker—an ‘80s gem with strong ties to a hustler’s way of life. Reebok launched the shoe in April of that same year, selling out more than 10,000 pairs of the initial run in a weeks’ time. The sneaker was famously accompanied by a mixtape featuring unreleased Jay-Z songs. It became the fastest-selling sneaker in company history at that time.

BUY NOW AT EBAY, $180
https://www.ebay.com/itm/115298414628?chn=ps&norover=1&mkevt=1&mkrid=711-222657-2056-0&mkcid=2&itemid=115298414628&targetid=1317598957567&device=c&mktype=&googleloc=9009993&poi=&campaignid=13660840256&mkgroupid=127745063727&rlsatarget=pla-1317598957567&abcId=9300599&merchantid=6296724&gclid=Cj0KCQjw4PKTBhD8ARIsAHChzRImXknVd936Ui4XRJsp_WFMeTp7QeNMr0S0dKjaVV7KjYLaW-6xJooaAjj7EALw_wcB
12. Reebok Alien Stomper
Reebok

Reebok has thrived over the years due to unrivaled popular-culture placement. In 1979, with the release of Ridley Scott’s critically acclaimed picture Aliens, the film’s lead—Ellen Ripley, played by Sigourney Weaver—laced up the undeniably â€™80s Reebok Alien Stomper in the cinematic space odyssey. In the four decades since the sneaker was first seen on the silver screen, it has become a sneaker relic that is now available to the masses. Reebok first released the shoe in high and mid iterations in 2016. An updated version was released earlier this year in celebration of the film’s 40th anniversary. 

BUY NOW AT STOCKX, $354
https://stockx.com/reebok-alien-stomper-bishop-40th-anniversary?utm_source=af&utm_medium=imp&utm_campaign=10078&impactSiteId=3VrTNAV1exyIW6s3ljxlaUbDUkD0U512N1emUg0&clickid=3VrTNAV1exyIW6s3ljxlaUbDUkD0U512N1emUg0&utm_term=3VrTNAV1exyIW6s3ljxlaUbDUkD0U512N1emUg0&utm_content=one37pm.com_530344&irgwc=1&irclickid=3VrTNAV1exyIW6s3ljxlaUbDUkD0U512N1emUg0&ir_campaignid=9060&ir_adid=530344&ir_partnerid=10078
13. Reebok Blacktop Battleground Pump
Reebok

There was a moment in the early â€™90s when basketball found its greatest influence outside of the professional court. Playgrounds were a breeding ground for new talent, exciting tournaments and sneaker sightings that you wouldn’t find on the NBA hardwood. Reebok’s 1991 Blacktop Battleground sneaker was their answer to the emergence of streetball. It came in multiple variations featuring Reebok’s innovative Hexalite cushioning system. The sneaker was later re-released in 2014. 

BUY NOW EBAY, $374.99
https://www.ebay.com/itm/125133207553?chn=ps&mkevt=1&mkcid=28
14. Reebok DMX Run 10
GOAT
Reebok

When Adidas made its bold proclamation in 2015 that its Ultra Boost was the greatest running sneaker of all time, they were actually taking a page from Reebok’s playbook. Reebok did the same thing in 1997, claiming that the newly released Reebok DMX Run 10 was “the greatest running shoe in the world.” It was the first silhouette to use the brand’s proprietary DMX moving air technology, built to enhance cushioning, support and stability.

BUY NOW AT AMAZON, $53.60
https://www.amazon.com/Reebok-Black-Leather-Sneakers-Shoes/dp/B07L6199JX/ref=sr_1_17?ots=1&keywords=reebok+dmx+run+10&qid=1564077770&s=apparel&sr=1-17
15. Reebok Ventilator
Reebok
Reebok Ventilator

Originally released in 1990, the Reebok Ventilator is one of the brand’s most celebrated runners. It is a technological whiz with its ability to amplify airflow through ventilated panels. In 1991, Reebok followed with an A1 successor: the Ventilator Supreme. Following its ubiquity in the ‘90s, the Ventilator saw a renaissance in the mid-2000s. The shoe became somewhat of a collaborators’ dream, as pairs with BAPE, Bodega, Kendrick Lamar, Cam’ron and others all positioned the Ventilator as a prominent fixture in modern-day culture and style.

BUY NOW AT AMAZON, $37.48
https://www.amazon.com/s?k=reebok+ventilator&i=fashion&ots=1&ref=nb_sb_noss
16. Reebok Kamikaze II
Reebok

Reebok’s Kamikaze II in 1995 was a game changer. Part of the Reebok Mobius collection with its bold and disruptive zigzag design, the shoe needed to embody the essence of NBA star Shawn Kemp, who wore the shoe as a signature style. Kemp’s run in the Kamikaze was highlighted by rim-rattling dunks, All-Star selections and, at the height of the shoe’s success, an NBA Finals appearance in 1996.

And although Kemp largely laced up the Reebok Optix in those Finals, he’ll forever be linked to the Kamikaze. The rapper Future, a current Reebok brand endorser, took part in a collaborative sneaker that was a modern hybrid of the Kamikaze II and the InstaPump Fury.

BUY NOW AT STOCKX, $85
https://stockx.com/reebok-kamikaze-ii-black-white?currencyCode=USD&size=13.0&gclid=CjwKCAjwpuXpBRAAEiwAyRRPgZ_hj6TKFOYtaTXR8oHoj9orPQ0QFjVMF6sR2RF2SZceWdJFjd2H3BoC8_oQAvD_BwE&utm_source=af&utm_medium=imp&utm_campaign=10078&impactSiteId=3VrTNAV1exyIW6s3ljxlaUbDUkD0RxQ3N1emUg0&clickid=3VrTNAV1exyIW6s3ljxlaUbDUkD0RxQ3N1emUg0&utm_term=3VrTNAV1exyIW6s3ljxlaUbDUkD0RxQ3N1emUg0&utm_content=one37pm.com_530344&irgwc=1&irclickid=3VrTNAV1exyIW6s3ljxlaUbDUkD0RxQ3N1emUg0&ir_campaignid=9060&ir_adid=530344&ir_partnerid=10078
17. Reebok Answer IV
GOAT

Allen Iverson’s impact on Reebok’s cultural impact can’t be understated. His signature collection is the company’s best, both critically and commercially. In 2000, the Answer IV was perfectly timed and touted as his best shoe since his debut offering in 1996. Iverson had his best professional season in the shoe, winning his MVP trophy while carrying his team to the 2001 NBA Finals. Moreover, Iverson was wearing the Answer IV when he famously stepped over Tyronn Lue in Game 1 of those finals. Iverson was the most daring and resistant force in the NBA. Reebok, at that time, even if only by proximity, was too.

BUY NOW AT REEBOK, $174
https://www.reebok.com/us/power-rangers-answer-iv-men-s-basketball-shoes/GZ6897.html?cm_mmc=RbkSEM_Google_PLA_eCom-_-Basketball-SSC-_-Basketball-_-PRODUCT_GROUP-_-dv:eCom-_-cn:-_-&cm_mmc1=US&cm_mmc2=Basketball-SSC-US-PLA-eCom-PaidSearch-NA&ds_rl=1281488&gclid=Cj0KCQjw4PKTBhD8ARIsAHChzRIyHr107icFcmBn3nEbb69LCHHG8wk3g577nzSd8rkVckBVU8C4N-oaArn_EALw_wcB&gclsrc=aw.ds
18. Reebok BB4600
Zappos

Although other â€™80s gems like the Reebok Commitment homed in on nostalgia, few did it better than the basketball-inspired BB4600. Accompanied by the BB5600 and BB6600 in 1986, the BB4600 was unique in living off the hardwood and finding a place amongst metalheads. It was a band nerd’s shoe, often worn with stonewashed jeans and a fierce mullet.

If kids were gathered around the back of a convenience store passing around loosies while ditching class, you can bet they were wearing the BB4600. For whatever reason, the mid-cut style was a rebel’s shoe that let you tuck your jeans into its gaping foot opening. 

BUY NOW AT ZAPPOS, $45.33
https://www.zappos.com/reebok-lifestyle-royal-bb4500-hi-2
19. Reebok Ex-O-Fit
Reebok

Taking creative cues from the women’s-focused Reebok Freestyle, the Ex-O-Fit was a masculine take on an everyday workout shoe. It was 1983 and women’s aerobics was still very much in play. Yet, Reebok, hoping to keep step with Nike’s Cortez, needed to focus on men. So the company created the single-strap Ex-O-Fit and the Ex-O-Fit Plus.

Sandwiched between the Newport Classic in 1982 and the Classic Leather in 1983, the Ex-O-Fit was a bridge to men’s lifestyle and fitness. In recent years, the Ex-O-Fit has been produced in collaboration with Opening Ceremony, Stranger Things and the Ghostbusters franchise.

BUY NOW AT AMAZON, $47.48
https://www.amazon.com/Reebok-Mens-EX-FIT-White/dp/B00ZRJ1I3W/ref=asc_df_B00ZRJ1I3W/?tag=hyprod-20&linkCode=df0&hvadid=430963076098&hvpos=&hvnetw=g&hvrand=16915997338719247799&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9009993&hvtargid=pla-962326898357&psc=1&tag=&ref=&adgrpid=98871180703&hvpone=&hvptwo=&hvadid=430963076098&hvpos=&hvnetw=g&hvrand=16915997338719247799&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9009993&hvtargid=pla-962326898357
20. Reebok Pump Omni Lite
StockX

Entering the 1991 NBA Slam Dunk Contest, Dee Brown wasn’t expected to win. It was generally thought that Shawn Kemp would take home the crown after another Reebok athlete (Dominique Wilkins) had won it in 1990. But Brown had something special up his sleeve and on his feet. Brown was wearing a black pair of the Reebok Pump Omni Lite, which he’d “pump up” before his contest-winning “no look” dunk.

Instantly, Brown and the Pump Omni Lite became world famous. Reebok took out a full-page ad in USA Today the following Monday, showing Brown soaring through the air with his arm covering his eyes and wearing the now-iconic Reebok Pump Omni Lite. The shoe was re-released as a retro in 2017.

BUY NOW AT STOCKX, $165
https://stockx.com/reebok-pump-omni-lite-dee-brown-black-2017?utm_source=af&utm_medium=imp&utm_campaign=10078&impactSiteId=3VrTNAV1exyIW6s3ljxlaUbDUkD0R10uN1emUg0&clickid=3VrTNAV1exyIW6s3ljxlaUbDUkD0R10uN1emUg0&utm_term=3VrTNAV1exyIW6s3ljxlaUbDUkD0R10uN1emUg0&utm_content=one37pm.com_530344&irgwc=1&irclickid=3VrTNAV1exyIW6s3ljxlaUbDUkD0R10uN1emUg0&ir_campaignid=9060&ir_adid=530344&ir_partnerid=10078
21. Reebok Answer
StockX

After the towering success of the Reebok Question in 1996, it was going to be tough to follow such a shining achievement. Reebok didn’t quite top the Question with Allen Iverson’s Answer in 1997, but they maintained their footing with this broader shoe that was loaded with tech. Highlighted by a hidden lacing system and DMX cushioning stability, the Reebok Answer also made great use of the brand’s Series 2000 midsole tooling.

BUY NOW AT STOCKX, $120
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22. Reebok Aztec
Amazon

Like the VTS trainer, Cougar 81 and Shadow III, the Reebok Aztec was meant to serve distance runners. It was a marathon shoe that was light enough to help improve speed while being durable enough to withstand daunting miles. Originally released in 1979, the Aztec was once one of the most advanced running sneakers around. Much of this was centered around its dual-density midsole, a carbon rubber heel stabilizer and the shoe’s Poron-cushioned insoles. Reebok re-released the Aztec in 2015.

BUY NOW AT AMAZON, $53.59
https://www.amazon.com/Reebok-Classic-Aztec-Sneakers-BD3520/dp/B07L8PSZ2Z?ots=1
23. Reebok Club Champion
Zappos

Like many sneakers in the Reebok archive, the Reebok Club C fared far better in Europe than in the U.S. market. That stronghold overseas may have been dominant in the mid-’80s, but the minimalist tennis shoe has since found its footing in the states. Much of the shoe’s modern success can be credited to Kanye West, who looked to the classic court sneaker for his Adidas Yeezy Powerphase Calabasas, largely derivative of the Club C.

BUY NOW AT ZAPPOS, $74.95
https://www.zappos.com/p/reebok-lifestyle-club-c-85-int-white-sheer-grey/product/8798702/color/657970?PID=100107415&AID=14044464&utm_source=Skimlinks&splash=none&utm_medium=affiliate&cjevent=28e8a6abd17d11ec82d4d85c0a82b838&utm_campaign=5370367&utm_term=100107415&utm_content=14044464&zap_placement=27667X1584577X62a24ec4133aa03acf8dd27d51b19e99
24. Reebok Workout Plus
Zappos

When you look at the cut lines, slopped forefoot and positioning of the Reebok branding, it’s clear that the Workout Plus has inspired sneaker culture on a very large scale. But even with its transcendent design, nothing had more of an impact on the globalization of the Workout Plus than the city of New Orleans. Back in the late â€™90s when Cash Money Records was beginning to make its impact on hip-hop, Lil Wayne and other members of the four-man Hot Boys crew were often wearing the Workout Plus.

In the Crescent City, the shoe was nicknamed the “Soljas” and was ubiquitous throughout the city’s 17 wards and the French Quarter. Reebok’s global product manager James Hardaway became aware of their importance in New Orleans around 1999 and smartly outfitted Juvenile and his label mates for the rapper’s “I Got That Fire” video. The marketing move proved to be genius, as the “Soljas” craze expanded beyond the South. In fact, the shoe is now more often referred to as the “Solja” as opposed to the Workout.

BUY NOW AT ZAPPOS, $74.95
https://www.zappos.com/p/reebok-lifestyle-workout-plus-black-carbon-classic-red-reebok-royal-gum/product/8977891/color/723012?PID=100107415&AID=14044464&utm_source=Skimlinks&splash=none&utm_medium=affiliate&cjevent=77cb8638d17d11ec80f604b00a82b820&utm_campaign=5370367&utm_term=100107415&utm_content=14044464&zap_placement=27667X1584577X9b3b5a547cd553e0e78afdfe60c800ae
25. Reebok InstaPump Fury
Amazon

In a time when luxury brand collaborations are widely produced, one might mistakenly think that it has always been this way. It hasn’t. Reebok, a pioneering force in such partnerships, joined with Chanel in 2001 to collaborate on the InstaPump Fury. At the time, this was not the norm. Debuting on Chanel’s spring 2001 runway, the predominantly black sneakers featured interlocking C’s at the heel of the avant-garde design. It wasn’t the first and wasn’t the last InstaPump Fury design, but it does sit largely at the center of the shoe’s importance. Like the Club C, which found success in Europe, the InstaPump reigned in China. In fact, it still does, while maintaining its place in the U.S.

BUY NOW AT AMAZON, $149.99
https://www.amazon.com/Reebok-Mens-Instapump-Fury-Og/dp/B07DGSBRJ6/ref=pd_sbs_200_3/140-5931586-0762960?ots=1&slotNum=6&imprToken=8cc05aa5-84ca-4d67-d85&_encoding=UTF8&pd_rd_i=B07DGSBRJ6&pd_rd_r=631061d1-8a28-4688-ba76-105e557dac84&pd_rd_w=wmdQy&pd_rd_wg=Bi5Ke&pf_rd_p=d66372fe-68a6-48a3-90ec-41d7f64212b
26. Reebok Shaq Attaq
Amazon

Shaquille O’Neal’s larger-than-life persona is equally monumental for Reebok’s brand history. The dominant Hall of Fame basketball player, actor, rapper, investor and sports analyst predated Allen Iverson as Reebok’s cornerstone athlete. O’Neal entered the NBA when Michael Jordan was still its biggest star. But O’Neal was different. He was fresh, he was fun and his talent was undeniable.

In 1992, Reebok released the Shaq Attaq to immediate fanfare. At many retailers, they displayed O’Neal’s size 22 sneaker to generate buzz for his first signature shoe. O’Neal’s moves on the court also helped, as he took home the Rookie of the Year honors during the 1992 to â€™93 NBA season. O’Neal would have several sneakers with Reebok during his on-again, off-again tenure with the brand. The Reebok Shaq Attaq received the retro treatment in 2013 and again in 2017 for the sneaker’s 25th anniversary.

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https://www.amazon.com/Reebok-Mens-Attaq-Fashion-Sneaker/dp/B01MS9N4RI?ots=1&slotNum=7&imprToken=8cc05aa5-84ca-4d67-d85
27. Reebok The Pump
Getty Images

What makes every sneaker brand special is the efforts to produce proprietary technology. Over the years, Reebok has had plenty, but few meant more than the introduction of Pump technology in 1989. A year prior, Daniel Schettino partnered with an industrial design firm to create inflatable chambers that “pump up” to personalize the fit of a shoe. The marketing for the Pump series was masterful. Reebok rolled out the shoe with billboards, magazine ads and players like Dominique Wilkins starring in a commercial. The Reebok Pump also famously appeared in Juice, a seminal coming of age film starring Omar Epps and Tupac Shakur. Today, there are more than 30 iterations of Reebok Pump sneakers.

BUY NOW AT REEBOK, $160
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28. Reebok Freestyle
Zappos

While Jane Fonda VHS workout tapes spawned a billion-dollar industry, the Los Angeles–based actress was often seen wearing the Reebok Freestyle. Actress Cybill Shepherd even wore a pair of Freestyles on the red carpet, donning a vibrant, salmon-colored pair to the 1985 Emmy Awards. Produced in high- and low-top form, the straightforward design featured stretch glove leather paired with a nylon backing and cozy terry cloth liner.

Health, fitness and variations of cross-training wellness begin to sweep the country in the early ’80s, and Reebok was at the front of this movement, beating sales from Nike and Adidas by a vast margin. Although the Freestyle was birthed as a women’s sneaker, it plays an exceptionally large role in universal sneaker culture. Would Reebok even be what it is today without the Freestyle boom in the â€™80s?

BUY NOW AT ZAPPOS, $75
https://www.zappos.com/p/reebok-lifestyle-freestyle-hi-high-top-black/product/9399496/color/3
29. Reebok Question
Amazon

While other companies (including Nike) had plans to offer Allen Iverson his own signature sneaker following his year at Georgetown University and entering as the first overall pick in the 1996 NBA draft, Reebok offered the dual-sport high school star from Virginia a deal he couldn’t turn down. As a result, Iverson began his career in his debut signature shoe—the Reebok Question. It was unheard of that a rookie would take the court for the first time in his own sneaker. But what was far more impressive was just how good the Reebok Question was. The design seemed made for Iverson, who, at Georgetown, had an affinity for the Air Jordan 11 “Concord.”

Yet nothing compared to how well the Question performed and how great AI looked in them. The Question didn’t take flight at retailers immediately, but as Iverson’s rookie season soldiered on, sales began to skyrocket. Retailers began selling out and calling for more pairs every week. Everything aligned perfectly for the Question to thrive. Iverson famously hit Michael Jordan with his killer crossover, won Rookie of the Year and was growing more popular in youth culture than anyone in the NBA, Jordan included.

BUY NOW AT AMAZON, $101.89
https://www.amazon.com/Reebok-Question-Misunderstood-Newspaper-Sandstone/dp/B01DR3ASE4/ref=sr_1_6?ots=1&slotNum=8&imprToken=8cc05aa5-84ca-4d67-d85&keywords=reebok+question+mid&qid=1564099646&s=apparel&sr=1-6
30. Reebok Classic Leather
Zappos

When you take in all that Reebok has achieved over the past 60 years, the company somehow found ways to take risks and make them seem like a sure thing. In 1983, the introduction of the Classic Leather was a calculated step away from what had been working for them. The shoe was a dive into the unknown. It was a casual sneaker that favored style over performance.

It wasn’t meant for the track, tennis court or even for cross-training. Sneakers, at this point, only succeeded if they were tied to a sport (or two). However, this leap of faith was grounded in a formula that had worked in the not-so-distant past. Reebok took elements from the Freestyle to ensure that the Classic Leather was extremely comfortable. Its premium leather build almost mocked its competitors, which still produced in canvas and heavier suede. The Classic Leather was a clever solution to a problem that most brands didn’t even know they had. Reebok led the race.

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https://www.zappos.com/reebok-lifestyle-classic-leather?oosRedirected=true

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Style

Zanna and the Importance of Social Equity in Cannabis

“We’re not just going to just grow weed, slap as many names as possible on it at different prices points, and see what works,” Scott Lambert, COO of Zanna, tells me in our conversation about their brand and the future possibilities. Throughout my conversation with COO Scott and VP of Operations Qudsia Sadiq, the brand’s emphasis on two key concepts keeps coming up: the community and quality. Zanna has been growing for almost four years, and with their activation at the Green Street Festival later this week in mind, the cultivator is poised to launch a lot of major projects throughout 2022. 

“‘Zanna’ means ‘God’s gift’ in Hebrew,” Qudsia explains to me, before adding that “cannabis being a plant, it really is a gift.” And in many ways, the brand’s ethos is about treating the plant as the gift it is, emphasizing giving back to the community and maintaining the quality necessary to allow the flower to live up to its name.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/Cb0pxOVPUEC/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/Cb0pxOVPUEC/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/Cb0pxOVPUEC/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by Zanna (@explorezanna)</a></p></div></blockquote></div>

“The idea was to create a brand with the best quality flower at a price where most consumers can afford it,” Scott explains to me, a concept that comes up persistently in our conversation. Perturbed by the lack of access to affordable high-quality weed in California, the team behind Zanna has committed to creating premium flower for all of their brands at an inclusive price point.

“Our focus is to bring the best damn cannabis we can at the most affordable prices, so everybody who wants to participate can participate and enjoy premium quality flower without having to get a loan every time they want to go to the cannabis store,” Scott jokes to me, but the message is serious. Scott came in last year, and as someone working in cannabis for 20 years, he’s been able to provide a lot of keen insight into the community to help the grow the operation.

Social Equity

One of Scott and the rest of the leadership team’s key goals for the future of the brand is to uplift and highlight social equity partners in the community—in the form of brands, employees and more. “Our goal is to be entrenched in supporting the true cannabis culture that I come from,” Scott explains, adding: “We want to be in a position to help other people—especially those in the social equity program—to achieve their dreams.”

https://explorezanna.com/mission/
Zanna

Their master grower Richard Kirchnavy is an exceptionally talented cultivator who was previously incarcerated, and Zanna supports numerous initiatives intended to give back to those wrongly prosecuted by the longtime criminalization of cannabis.

The Brands and the Future
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Right now, Zanna’s extracts partner is a brand called Soil Grown. They also work with a brand called El Torro Verde on an Executive Cannagar, which is essentially a blunt wrapped in a Zanna-grown cannabis leaf. They both have exceptionally positive things to say about the head of that operation, Burney Irvin: “He lives and breathes and believes his product. And rolls just like that.”

Scott Lambert

Anyone can use a recipe, but when you do it with love—the one ingredient that Burney has—you’ll taste it.

They’re also in the process of working on Whoopi Goldberg’s forthcoming brand, which is called “Emma and Clyde.” They expect the brand to launch in June or July; stay tuned for more.


And finally, both are excited about the prospect of eventually creating a Zanna brand itself. With plans to create a Zanna space in their Green Street location (and activations at this weekend’s Green Street Festival), which will act as an “out of this world experience,” they’re curating strains specifically for the main brand. The ethos of both the immersive space and the forthcoming products ties together a lot of loose ends: “for consumers to find the explorer in them.”

Zanna is primarily distributed in California for now, with plans to expand in the near future. You can find the list of locations where products are sold on Weedmaps.

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Style

VADA Jewelry and the Grandmothers That Started it All

“Accessories make my whole world light up. It’s the flair,” Katie Caplener grins to me, eyes lit up beneath the transition lenses of an eccentric yet accessible set of glasses. The Austin-based designer and founder of VADA Jewelry grew up enamored with her grandmother’s jewelry, so much so that she named her brand after the woman herself.

The VADA Jewelry

On the other side of Katie’s family is her grandmother Dot, who grew up in rural Arkansas. Katie’s paternal grandmother would go to pawnshops and scrap gold, eventually taking it to a little jeweler in the town who would turn the recovered precious metal into the jewelry that inspires a lot of the current line. Dot herself worked with the jeweler to create a dome ring, and then gave one to each of her siblings.

“That was the first piece I created, but my own version,” Katie tells me, referring to what is still a centerpiece of the brand’s jewelry line to this day. 

https://vadajewelry.com/products/dorothy-skinny-dome?_pos=4&_sid=d57ab95b0&_ss=r
Courtesy of VADA / Cydney Cosette Holm

Katie’s nascent fascination with her grandmother’s jewelry snowballed into a love of vintage jewelry in general. And finally, in 2014, she began making jewelry of her own with a local jeweler—who she has now worked with for almost the entire 8 year run of VADA Jewelry.

https://vadajewelry.com/products/enamel-mourning-band?_pos=1&_sid=1cfd7528a&_ss=r
Courtesy of VADA / Cydney Cosette Holm
Enamel Mourning Band

“I was obsessed with the Victorian and Georgian era, especially mourning jewelry,” Katie tells me of the early days when she was transitioning from her love of vintage jewelry into concocting her own pieces for the VADA jewelry line. “That first collection was very Victorian mixed with 70s,” she adds before going on to explain the influence of mens jewelry and an interest in blurring the prescriptive notions of gender tied to certain jewelry. “I really took a lot of inspiration from Mafia movies,” Katie chuckles to me, with a cuban link necklace glistening over the collar of her shirt. “I like when masculine men wear really femme jewelry, so I think I’m trying to channel that,” says Katie, referring to the practice of wearing masculine jewelry as someone femme-presenting, and the inverse. 

Ultimately, a lot of Katie’s drive is still derived from her family and Dot’s early days scrounging for scrap metal. “I take a lot of inspiration from my family and growing up in the Ozarks. They wouldn’t identify as fancy, but I think that is the coolest part. They all have huge personalities and strong personal style,” she smiles. 

The VADA Eyewear

After 6 years and change focused primarily on recreations and variations of vintage-inspired jewelry, Katie launched VADA’s first eyewear collection on March 13th of 2020. If you recall, that was not the best timing. “It was a rocky start,” Katie puts it mildly. The decision to move into eyewear was driven by a similar ethos that initially got Katie into jewelry to begin with. “I’ve always been an eyewear fanatic,” she tells me, recalling how she had a similar obsession with vintage eyewear to that of her interest in jewelry. 

On the uncertainty of producing luxury goods in that era, Katie tells me: “For weeks, I was thinking, these things aren’t going to survive.” To Katie’s—and many other designer’s—surprise, the pandemic actually created a bit of a revitalization of interest in quality goods. 

Katie Caplener

A lot of people ditched fast fashion that didn’t really have faces or people or souls behind it.

A little over two years later, VADA is working on its 4th eyewear collection. The first run was a mere 400 units. In 2022, across two collections, VADA will produce a total of 10,000 frames, which Katie humbly refers to as “still very baby.” All of their glasses are produced in Japan, by a family owned manufacturer. All the frames are cut specifically for optical use, but can also be integrated as sunglasses. Katie, to my surprise, doesn’t need glasses; she just wears her VADA transition lenses out of a love of accessorizing. 

The third collection of eyewear will be entirely delivered by the end of this month, and they’re hard at work on the fourth collection, which inclues a new frame: Futuro.

Courtesy of VADA / Cydney Cosette Holm

“It’s a frame that took a lot of research and development, because I wanted it to have negative space,” Katie explains of the unorthodox frame style. By the end of this year, VADA will have released 12 total eyewear styles. 

Katie Caplener

People remember a face—especially a well accessorized one.

Katie understands the power held by glasses within the accessories lexicon: “When you wear an eyewear frame, it can really change your identity.” In the words of George Costanza, they comprise “a new face.”

Katie ends our conversation with gratitude. She’s grateful to have built this brand without business school or any type of entrepreneurial training. She’s grateful to still own the entirety of VADA, as it allows her to maintain the core ethos of the brand. And, of course, she’s grateful that they survived a tumultuous time for small businesses. 

“As much as I hate the word ‘luxury,’ I’ve always been in the luxury market,” Katie says, before adding: “But we try to make it more approachable.” And a lot of that humble spirit can still be traced back to Grandma Dot and the salvaged gold of rural Arkansas pawn shops.

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Style

FRIED RICE Designer Maya Wang on Community and Having Fun

The concept of having fun is often lost in the increasingly gatekept world of fashion. That’s why speaking to Maya Wang, founder of FRIED RICE, was such an absolute delight. In every utterance, Maya’s commitment to play and truly enjoying the process of both designing and wearing garments is paramount. And her vibrant, eclectic clothing certainly mirrors her ethos: wearing clothes should be fun. 

We had the opportunity to catch up with Maya in the FRIED RICE Soho store to hear about the genesis of the brand and how she thinks about design—and to play a little bit of dress up.

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The Genesis of FRIED RICE

“I wanted to start a brand that’s about a celebration of the creative community,” Maya grins to me in our first zoom call together. This is one of the main driving factors of Fried Rice. It’s a brand by a creative, intended to give back to the creative community. 

Fried Rice was birthed out of Maya’s “obsession with fabric and textiles.” Her fascination with textiles is a lifelong one: “I have a true respect for the textile itself. I want to respect the life of the original form of the fabric.” You can still see this fascination in all of her work, as so much of it is based on letting the interesting fabrics shine.

<div class =”code”><blockquote class=”instagram-media” data-instgrm-captioned data-instgrm-permalink=”https://www.instagram.com/p/CcQVtyBtv3O/?utm_source=ig_embed\u0026amp;utm_campaign=loading” data-instgrm-version=”14″ style=”background:#FFF;border:0;border-radius:3px;margin: 1px;max-width:540px;min-width:326px;padding:0;width:99.375%;width:-webkit-calc(100% – 2px);width:calc(100% – 2px)”><div style=”padding:16px”> <a href=”https://www.instagram.com/p/CcQVtyBtv3O/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”background:#FFFFFF;line-height:0;padding:0 0;text-align:center;text-decoration:none;width:100%” target=”_blank”> <div style=”flex-direction: row;align-items: center”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 40px;margin-right: 14px;width: 40px”></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 100px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 60px”></div></div></div><div style=”padding: 19% 0″></div> <div style=”height:50px;margin:0 auto 12px;width:50px”></div><div style=”padding-top: 8px”> <div style=”color:#3897f0;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:550;line-height:18px”>View this post on Instagram</div></div><div style=”padding: 12.5% 0″></div> <div style=”flex-direction: row;margin-bottom: 14px;align-items: center”><div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div> <div style=”background-color: #F4F4F4;height: 12.5px;width: 12.5px;flex-grow: 0;margin-right: 14px;margin-left: 2px”></div> <div style=”background-color: #F4F4F4;border-radius: 50%;height: 12.5px;width: 12.5px”></div></div><div style=”margin-left: 8px”> <div style=”background-color: #F4F4F4;border-radius: 50%;flex-grow: 0;height: 20px;width: 20px”></div> <div style=”width: 0;height: 0;border-top: 2px solid transparent;border-left: 6px solid #f4f4f4;border-bottom: 2px solid transparent”></div></div><div style=”margin-left: auto”> <div style=”width: 0px;border-top: 8px solid #F4F4F4;border-right: 8px solid transparent”></div> <div style=”background-color: #F4F4F4;flex-grow: 0;height: 12px;width: 16px”></div> <div style=”width: 0;height: 0;border-top: 8px solid #F4F4F4;border-left: 8px solid transparent”></div></div></div> <div style=”flex-direction: column;flex-grow: 1;justify-content: center;margin-bottom: 24px”> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;margin-bottom: 6px;width: 224px”></div> <div style=”background-color: #F4F4F4;border-radius: 4px;flex-grow: 0;height: 14px;width: 144px”></div></div></a><p style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center”><a href=”https://www.instagram.com/p/CcQVtyBtv3O/?utm_source=ig_embed\u0026amp;utm_campaign=loading” style=”color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none” target=”_blank”>A post shared by FRIED RICE® (@friedrice_nyc)</a></p></div></blockquote></div>

The NYC-based designer first began making dresses with an at-home sewing machine, and her creations immediately caught the eye of stylists and others whenever she left the house. Based on the response she got from creatives who would see her in her self-made creations, she decided it was time to start a business.

Maya Wang

My heart is telling me, this is it. FRIED RICE is this city.

She launched the brand early on in her time in NYC, feeling that the city was exactly the right fit for the ethos she was trying to create. “We want to give people a sense of belonging,” she tells me. 

FRIED RICE and Fun

When Maya and I first speak about her design process, one word comes up repeatedly: fun. “I don’t think about colors, I think about: how do we make our life fun? How do we make our life more positive?” she tells me when I ask about how she first ideates around a garment. “When I say have fun—I want to play with colors, I want to play with fabric, textiles,” she elaborates. 

FRIED RICE
FRIED RICE

As we continue our conversation, the avenues through which people can have fun with the clothing multiply. A lot of FRIED RICE’s clothing incorporates straps, numerous pockets and other embellishments that allow the wearer to truly customize their experience. “There are 30 ways to wear the same piece, it’s all up to you,” Maya grins to me when we catch up again at the Soho store.

As depicted in the video above, Maya and I spent a lot of our recent meet up exploring the myriad of ways in which one can don FRIED RICE clothing. Since our meeting, I’ve been wearing a pair of their pants nearly every day, sometimes snapping the bottom of the pants to give a parachute pant effect; other times, I leave them loose and flowy. Maya views all of these potential customizations as opportunities for her customers to

Maya Wang

This is who I am. I’m wearing this to show who I am.

Maya is one of my favorite designers I’ve had the opportunity to speak with. She radiates excitement and passion for her work in every conversation we’ve had. And the through-line of “fun,” which is so paramount to her design process, is also clearly integral to the way she moves through the world and communicates. “Sometimes it works. Sometimes it doesn’t. But it doesn’t matter. It’s a process of creating. It’s about the experience,” Maya smiles to me as she recounts the process of creation. Whether you’re speaking to Maya or trying on FRIED RICE clothing, it’s certainly about the experience.

To read up on another designer to watch, check out our recent profile on Sebastien Ami.