With a bunch of young rappers brining the ’80s back, it is no huge surprise some brands are taking strides to relaunch. Once iconic New York brand, turned butt of jokes, and now again raising eyebrows, Troop is one of those to come back. The Pro Edition featuresa bit of overused elephant print and red accents. (via SnkrFrkr). 

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Post tags: elephant, footwear, highsnobiety, pro edition, Sneakers, troop

Here are some interesting news. Nelly has according to DNR bought the license for Troop and wants to bring the brand back into the market by end of the year.
“The iconic ’80s hip-hop brand Troop has a new lease on life, thanks to a recent licensing deal with rap superstar Nelly. Along with business partners Ian Kelly and Yomi Martin, the 32-year-old, St. Louis–born musician has licensed the trademark for Troop from Innovative Custom Brands, and will relaunch the label later this year.

The initial collection will feature just a handful of styles, with a focus on familiar Troop items, such as jackets, T-shirts and sneakers. The brand’s executives are targeting specialty streetwear chains like Dr. Jay’s and Man Alive, and will likely price the jackets at around $100 and up.”
Sounds like it will be a Mall brand! But, let’s wait and see what happens!

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It is always good seeing the upcoming goods of some of our favorite brands. But what makes a tradeshow really good is discovering new things as well. At United in NYC one of the most interesting things we came across was Troop. If you think that you have heard this before, then you are right. The sneaker brand that failed the first time is coming back. From what we could see the newly launched Troop does not have much to do with its old version, but the people at the booth told us, that re-issues will come.
From what we could see they are now trying to go more in the direction of Creative Recreation. Quality of the sneakers was definitely convincing, but we predict it to be hard to convince the consumer for the brand, as they are not anymore as individual as the first tome around and now other strong players are in the market.
Check out our preview of their first relaunch collection after the jump.

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© 2007 Highsnobiety for Titel Media. Author: David Fischer | Permalink | One comment | Add to del.icio.us | %%sharethis_link%%
Post tags: bronx, footwear, Sneakers, trainers, troop