Sneakers
From the ground up

This is Conversations, Highsnobiety’s podcast series discussing topics and trends with the people shaping today’s scene.

The cultural impact of the ‘90s on today’s culture is clear: From runways to magazine editorials, the period’s visual language is an endless source of borrowed nostalgia for modern creatives. For those, like me, who grew up in the ‘90s, pop culture peaked. Musically, heavy metal was out and grunge came in, while hip-hop began to reinterpret its own roots in sound to a new consumer looking for new.

BMX and skateboarding, two very street-level sports, were picking up large market sponsors wanting to capture—and cash in on—burgeoning subcultures.

Personal computers were in in their infancy. Macintosh computers and PCs featured primitive image and illustration programs that opened a new channel for creative development and expression. Online services like Prodigy and the ability to email individuals pushed the digital age even further. The gains made musically and creatively back then not only continue to shape today’s culture, but perhaps the next 10 years.

On this episode of conversations, we explore the idea of collective memory with two creators that were heavily impacted by their interests in the ‘90s.

We caught up with adidas Originals VP of Global Design Nic Galway and artist/director Ben Jones at the M Building during Art Basel Miami, where adidas revealed their EQT sneaker initiative that quote, “continues to create the future by reinventing the past” by being “informed by collective memory to create meaning for a new generation.”

. 31. The art world 32. The world of #EQT 33. Together in Miami and on your phone at facebook.com/adidasoriginals #TLKS

A video posted by adidas Originals (@adidasoriginals) on

. 22. Reflective 23. Exclusive 24. #EQT ADV ‘Miami Limited Edition’ (*This promotion is not available in Brazil.)

A video posted by adidas Originals (@adidasoriginals) on

The launch, scheduled for 2017, is a rebirth for EQT that forwards the silhouette for modern consumers.

Managing Director N.A.

Jeff Carvalho is Managing Director for Highsnobiety N.A. in New York City. He holds a journalism degree from Northeastern University.

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