London-based Foot Patrol and Perth's Highs and Lows work in collaboration with Reebok on a two-sneaker collaborative project by the name 'Common Youth.' The joint range sees new iterations of the Classic Leather Clip sneaker and the Phase One Pro sneaker. The influence of the project draws back to the childhood travels of Highs and Lows founder Matt Thomas -- he traveled from Australia to England. During this time, he noticed the similarities of British and Australian youth culture and this project represents that era.
Both of the footwear models were released in the 80s and boast white vintage leather materials across both of their uppers. There are also both burgundy and navy blue details that recall the passports of England and Australia with additional gold accents to complement the entire piece. Additionally, co-branding details adorn the two sneakers all throughout.
What Makes This Trend Stand Out
- Youth Culture-inspired Streetwear
- Disruptive innovation opportunity: Create a line of streetwear that taps into the shared experiences and cultural influences of different youth cultures.
- Collaborative Footwear Projects
- Disruptive innovation opportunity: Partner with different brands to create unique sneaker collaborations that combine elements from multiple cultures and regions.
- Nostalgic Retro Fashion
- Disruptive innovation opportunity: Develop fashion collections that appeal to consumers' nostalgia for iconic styles and designs from past eras.
Sectors Adopting This
- Fashion Retail
- Disruptive innovation opportunity: Integrate streetwear-inspired fashion collections into traditional retail stores to attract a younger, fashion-forward demographic.
- Footwear Manufacturing
- Disruptive innovation opportunity: Incorporate storytelling and cultural references into collaborative sneaker projects to create unique products with broader market appeal.
- Youth Culture Marketing
- Disruptive innovation opportunity: Utilize youth culture insights to develop targeted marketing campaigns that resonate with young consumers and tap into their sense of identity and belonging.
