If there is one product that has invariably tied the worlds of sports, fashion and entertainment together over the years, it would be the sneaker. The famous Nike Air Jordan basketball shoes were designed for NBA player Michael Jordan in 1984, the same year that Gucci entered the luxury sneaker market with the classic Tennis 84 model. Cut to 1986: thousands of fans left their feet in unison to the call of hip-hop group Run-DMC’s My Adidas at Madison Square Garden in New York City. This is also when sneakers become one of the symbols of this anti-establishment music genre. These three milestones opened the floodgates of sneaker culture in America, the arbiter of global pop culture, and those riding the wave of this phenomenon came to be known as sneakerheads. This community doesn’t collect sneakers just for kicks; it’s not about owning all the new models or focusing only on functionality. Each pair they ‘cop’ goes on to become a part of a unique personal mythology, with an emotional value and backstory attached to it. And there are also those who buy two pairs of everything — one to stock and one to rock.
When sneaker culture first came on the scene, there was no internet or social media to update enthusiasts about the latest drops (releases); brands relied on paid partnerships with sport and music personalities to create ‘hype’. In the 2015 Netflix documentary Sneakerheadz, OG (Original; referring to the first version of a model) collectors recall a time when the brewing subculture was only for people who were in the know. Purchasing a new pair meant travelling to the nearest sports store and spending hours analysing the shoe shelves. Things took a turn with the advent of eBay in 1995, which established an underground resale market for buying and trading sneakers online.
هذه القصة مأخوذة من طبعة August - September 2019 من Verve.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
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هذه القصة مأخوذة من طبعة August - September 2019 من Verve.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
Making Amends
This generation’s penchant for thoughtless consumption gets Madhu Jain roiled up, and she wonders if nature is getting its own back for our missteps…
Diamonds With Provenance
In keeping with the company’s commitment to environmental and social responsibility, Anisa Kamadoli Costa, chief sustainability officer at Tiffany & Co. and chairman and president at The Tiffany & Co. Foundation, enlightens Shirin Mehta on the efforts that make the jewellery giant an industry leader in transparency
SARTORIAL ECONOMICS
Sisters Tashi and Tara Mitra demonstrate to Akanksha Pandey how deviating from the mainstream can bend the way we think, live and dress
NOTES TO SELF
An anthropomorphized tiger’s perspective, a viscerally worded futuristic interpretation of loss, a critique of performative activism, a meta reflection on the earth’s crises. Told through different lenses, Janaki Lenin, Indrapramit Das, Keshava Guha and Roshan Ali’s stories — written exclusively for Verve — attempt to make sense of the fraught reality that we exist in today
The Eternal Optimist
As Generation X and xennials grapple with fully transitioning to conscious living, young millennials and Generation Z are leading the charge to reverse human-caused environmental damage. Sahar Mansoor, founder and CEO of the Bengaluru-based zero-waste social enterprise Bare Necessities, has a simple overarching philosophy: consume less and stay positive. Verve gets deeper into the mindset of the action-oriented earth advocate
Redemption SONGS
Indian music festivals have been demonstrating a refreshing sense of responsibility in terms of their ecological impact. Interacting with stakeholders who strive to make these large-scale events greener, Akhil Sood investigates the reasons behind the improved attitudes of audiences and the increase in corporate support.
earth hour
Crafted using nature’s elements, these dials draw inspiration from the many heterogeneous materials and hues around us.Verve turns its lens onto a mesmerising few
THE KIDS ARE ALL RIGHT
Children are holding adults accountable for both the grim future they are facing and the toll this is taking on their mental health. Madhumita Bhattacharyya initiates conversations with families of young climate activists and observes the extent to which parenting has changed in the face of catastrophe
NATURAL JUSTICE
Most of us are only just waking up to the urgency of climatic action. When the stakes are so high, what can individual action solve? Mridula Mary Paul, an environmental policy expert, is proof of the tenacity needed to effect systemic change. It’s not glamorous, and the rewards are few and far between, but that doesn’t stop her from aiming big, finds Anandita Bhalerao
Along For The Ride
Navigating Indian streets as a woman is hard enough. But what is it like while riding a bicycle? Bengaluru-based Shreya Dasgupta, a regular cyclist, speaks to five urban women about the pros and cons of this increasingly popular means of transport.
