Fashion

This is A Ma Maniére’s biggest ever release of sneakers


A Ma Maniére is having itself a year. The retailer and creative hub, part of James Whitner’s The Whitaker Group streetwear group, has spent 2021 focusing on a small but dramatic line of sneakers designed to prioritize messaging. than product. And they’re saving the best in the end, with a new, luxurious Jordan 1.

Spring saw the launch of their first collaboration with Jordan Brand: an Air Jordan 3, designed as an homage to Black women and their impact on the community. them, becoming an immediate candidate for Sneaker of the Year. However, the important thing is not What was released as much as how it was released: women’s discount shoes, and Whitaker Corporation stores created a window in which only women could buy shoes before anyone else. Later in the summer, Social Status, another Whitner brand, launched the Nike Dunk Mids in “Chocolate Milk” and “Strawberry Milk” colorways, both related to the school lunch program. The group is about to end the year with a big bang, giving it the edge in what many consider to be the pinnacle of the sneaker world. But for Whitner, the brand’s collaboration with Jordan Brand isn’t about shoes. It’s a way of rearranging the way we talk about them, and the place they occupy in our lives.

“It’s not about a specific project,” explains Whitner of the Jordan 1 drop. “It’s about having shared values. [with Jordan Brand], and in sharing values, ask what we can do to continue the conversation and drive action for what we want to see in the world. “

Like their pre-2021 releases, the upcoming “Airness” Jordan 1 is accompanied by a short, narrated by Jordan president Larry Miller, focusing on the idea that Black culture is taken seriously. than Negro life — and even so, Negro survives. Obviously, it’s not really an advertisement for a pair of sneakers, at least not in the way that “short films” do to promote such frequent collaborations. The idea is to reverse the way these normally work. “The shoe exists to tell the story,” says Whitner. “Many people will be more impressed with the shoe by video than by video if it were standing alone.”

The film opens and ends with the same image: a rose growing through cracks in the concrete pavement. This is the story the shoes tell, with cracked leather decorating the upper reminiscent of cement, both real and famous prints adorning some of Jordan’s iconic colorways. Rich burgundy accents echo the rose. Finally, a smooth quilted lining enhances the luxury factor.

Courtesy of A Ma Maniére

The shoes were the crown jewel of a groundbreaking year for the Whitaker Group and A Ma Maniére in particular. However, if you ask Whitner, this is just the beginning. He was less concerned with compliments than with making change in the Black community and the world at large, less focused on a good year than the next twenty. “I don’t think we’ve seen a change,” he said, “That’s why we doubled down. Some people just want to care when George Floyd happens. But if we want to change the face of society, we must be consistent. We have to continue the conversation and take meaningful action.”

A Ma Maniére Jordan 1 released at the brand’s retail properties on November 24, with a more widespread drop on SNKRS on December 3.



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