From Instagram to StockX to Yeezys, here are all the forces that made an impact on sneaker shopping over the last decade:
Who would have thought that, in fashion, the decade that started with Lady Gaga's meat dress would largely be shaped by a once-niche, performance-heavy subsection of the industry? If you had told me then that, by the end of 2019, sneakers would represent a growing multi-billion dollar business, I would've probably been skeptical.
Then, of course, came Instagram. "It leveled the playing field in another way, in that you get a lot of people chasing the same things," says Bengston. "I feel like the past 10 years in sneakers has been a great example of 'be careful what you wish for.'" Early collaborations, like Nike and Supreme in 2002, laid the foundation for sneaker brands collaboration with fashion houses. As streetwear was adopted in the mainstream and athleisure peaked, higher-end designers like Jeremy Scott, Alexander Wang and Stella McCartney released their own collections with sneaker giants. But there was one partnership that really shifted the conversation to those outside of sneaker enthusiasts: Kanye West's Yeezy x adidas.
"The expansion of all these reselling platforms turned sneakers into a commodity in ways both good and bad," says Bengston. "It's cool that you're no longer restricted by geography in terms of what you can acquire but the very rarest sneakers have market-driven values. Once it's easy to find out what something's worth—and at this point it's all a Google search away—the chance of getting a 'steal' becomes increasingly unlikely.
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