The Ugly Sneaker Trend Proves Branding, Not Design, Is Everything

I was surfing online and come across a sneak preview of the new Adidas Yeezy Desert Rat 500 set to release in Spring 2018. My first impressions were, “Why is Kanye releasing shoes that look like they were sold at K-Mart back in the 80’s?” But asking such a question may be asinine as this is Kanye West we’re talking about. Hip-hop icon turned fashion mogul, Kanye West, who has never shied away from taking fashion design risks over the years, especially with kicks.

With that being said, I don’t know how he’ll get away with this latest release. It’s almost like Kanye and Adidas are calling the sneakerhead community’s bluff to see whether they’ll buy anything just to add it as collector’s items. It’s still early but sneakerheads seem to be split on the design with some calling it “ugly as (explanative)!” and others confessing they “would cop a pair”. Even now I’m personally conflicted. The 2010 Sheldon Barrocks wouldn’t look at these twice, but the 2017 me actually could consider rocking a pair after seeing images of Kanye and Kim flashing the footwear.


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