The days of shoes being announced and then placed neatly on shelves to be purchased at a customer’s convenience are long gone. Nowadays, the product cycle often starts with a blurry first look at a pair stolen from a factory, a celebrity co-sign and weeks of build-up. You’re often fatigued at the mere thought of the shoe well before it even drops.
Brands are no longer provided the opportunity to fully introduce a project they’ve worked on for months, or, in many cases, years, because there’s already been countless conjecture-filled internet discussions declaring them fire or “bricks.” However, brands such as James Whitner’s Social Status are going against the norm by constructing stories before considering product design, leading by sharing narratives — instead of just product — with the world. This is accomplished by drawing from personal experiences, and making sure those experiences are familiar to those they portray as well as accessible to those who haven’t lived them.
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