Here are our top 5 picks:

5th Place: Air Max 180

Released in 1991, Nike’s lightweight Air Max 90 was designed by Tinker Hatfield and Brice Kilgore. It was Nike’s first silhouette to feature 180 degrees of air bubble, with the bold urethane outsole bonded to the air unit, signifying the first time Nike Air would literally contact the street floor with each step.

Nike’s Air 180 is probably one of the under appreciated shoes in the lineage of Air Max lineage, but it’s had a great 2018 after a range of tonal colourways were released.

4th Place: Air Max 95

To offer something never seen before, Sergio Lozano looked to the design of human anatomy for the AM95 by introducing a lacing system inspired by a set of ribs with mesh and synthetic suede uppers. As well as being the world’s first visible forefoot Air, a small Swoosh confirmed the style, creating an aesthetic which has made it a streetwear icon ever since, moulded for maximum support.

One of Nike’s most popular silhouettes, 1987 saw the arrival of the Air Max 1 where Nike Air technology was born. Tinker Hatfield decided to design a shoe with its air bubble on show which changed the game forever. As bright colour palettes and eye-catching designs became more desirable, the shoe’s patented air cushioning encapsulated everything as the first Air Max sneaker.

Many new colorways, sneaker collaborations, and modernised versions of the Air Max 1 are expected to release throughout this year, celebrating with a trio drop on Air Max Day.

In 1988, one year after the release of Air Max 1 – ‘Just Do It’, one of the world’s most recognisable slogans was etched into history. (Air Max 1 White)

2nd Place: Air Max 97

In runner up position, we see the AM97 which was designed originally by Christian Tresser. The sneaker’s OG “Metallic Silver” colorway took after one of the designer’s love for mountain biking. Thanks to a new blow-moulding technique, full-length, visible Air cushioning was envisioned in the Air Max 97 design.

Regarded as one of the most comfortable sneakers in market, the futuristic-looking synthetic upper and lacing system represents all that Nike stands for – speed, style and athletics.

1st Place: Air Max 90

Our winner was designed once again by Tinker Hatfield in 1990. Originally nicknamed the Air Max III, the Air Max 90 pioneered sneaker design. Its enlarged air bubble, shape and vibrant colourways reflect a retro aesthetic. Today, the sneaker continues to be one of Nike’s greatest contributions to modern footwear over 30 years later.

A true collector and sneakerhead should never be without at least one AM90.

Happy Air Max Day. What did you think of our Top 5?

Supreme

Over the weekend, Supreme released a hologram of the late rap icon, to promote their upcoming new spring/summer collection launch.

The Tupac hologram, which was first depicted at the 2012 Coachella music festival, had been digitally altered to show Tupac wearing Supreme box logo boxers. The Instagram post arrived just days before the collection was revealed in its entirety.

The spring/summer collection is set to be obtainable by the public from February 20^th, with stock available within stores in London, Los Angeles, New York, Paris and San Francisco.

The collection will be made available globally to online customers from February 27^th.

Here are some of the stand-out pieces from Supreme’s SS20 collection:

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Article written by Studio BLUP ‘Futurewears’ writer Symeon Oshea

As we venture into what a brand new decade has to offer, it is merely a matter of time before technology and luxury fashion begin to blend seamlessly.

2017 marked the year when augmented reality took centre stage in retail. As the landscape of retail continues to change, brands are facing increasing pressure to either stand out or step away.

Every innovative luxury brand is investing a lot of capital in digital branding now, more than ever. The expansion of our digital ecosystem and the rate at which we are exploring ways to integrate it into our lives indicates that we are nearing a technology-centric network of interconnected perspectives.

A BRIEF HISTORY

The dawn of digital fashion has been marked by revolutionary industry giants. In 2003, Uniqlo released HEATTECH, a collaboration with Toray, the global textile maker. In 2019, Electronic Art’s Maxis and Moschino teamed up for both an in-game collaboration and a limited release of physical goods that were available online and in-store.

Last year, Kering’s Gucci decided to tap into the modding community of the hugely successful Sims franchise, by creating digital in-game content centred around the fashion house. This year, Gucci is back to flaunt its innovative digital presence by partnering with AR fashion platform Wanna to create a virtual watch and shoe fittings. A digital pair of shoes will only set you back £945 on the Gucci app. These items will be sold as accessory packs on augmented reality games like Roblox, with the fashion house making it worth your while to get your digital hands on exclusive virtual sneaker drops like The Gucci Virtual 25.

This is part of a push from parent company Kering to remain at the forefront of virtual reality and digital goods. A trend we hope to see other luxury fashion brands push further.

THE FUTURE OF AUGMENTED REALITY

As the retail environment continues to adapt to changing conditions, many brands are being forced back to the drawing board to rethink a unique digital approach. With more brands in the market now than ever before, standing out from the crowd is the top priority.

Ivy Park x Adidas is a prime example of how digitally conscious the average consumer is becoming. From the exclusive drops, integration into the Adidas app and the digital team at Parkwood who understands their audience and how to reach them. Ivy Park has unknowingly set the standard for marketing to a new kind of consumer. Their “digital-first” product cycle makes exclusivity their biggest advantage by providing shoppers with fit photos (via prominent public figures) and timed shopping to ensure that every region has an equal opportunity to purchase

The new digital-first mindset allows brands the flexibility to offer consumers a higher level of interactivity and customization than ever before. This is becoming more prominent within high fashion as many are racing to implement the latest in virtual reality, artificial intelligence, digital mapping, and UI/UX design.

Yeezy Supply, when it debuted online, featured a shopping experience parallel to none. Customers can choose an outfit they would like to view and then put it on a 3D model walking across the screen. If shoppers would like to learn more about the model, they can click and get a backstory for each muse. Making the experience even more unique, the screen is clean and wordless, apart from the model and garments.

WHAT DOES THE FUTURE LOOK LIKE?

As we continue to look towards the future of fashion, the line between traditional commerce and e-commerce is becoming increasingly blurry. More fashion labels will begin to adopt tokenised digital goods and create digital experiences with AR/VR technology to provide a new level of immersion for consumers. The future of digital fashion is immensely exciting with the gaming industry insight, it allows the opportunity to expand into a new digital ecosystem.

Article written by Symeon Oshea [@symeonoshea]

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