American footwear brand, Skechers, is looking back on its legacy by releasing an updated look of its heritage sneaker, D’Lites, presenting a “modern, edgy look,” according to a company release.
“The chunky sneaker trend is getting bigger now, from the streetwear communities to runways. We’ve seen a lot of brand releasing their own version of chunky sneakers,” Seph Asong, head of communications for Skechers Philippines told BusinessWorld in an interview on April 27 in Henry Hotel in Pasay City.
Twenty years ago, Skechers D’Lites was one of the most popular kicks in the ’90s and early 2000s because it was the footwear of choice of the biggest names in the music industry at the time — namely Mickey Mouse Club alums, Britney Spears, and Christina Aguilera.
Now, the trend is back that even luxury houses including Prada, Alexander McQueen, and Balenciaga have all come out with their version of “dad sneakers,” which was a huge hit in the recently concluded Coachella Valley Music and Arts Festival in April.
“From street to luxury, all point to a new sensation — the ‘ugly,’ unconventional and unapologetic,” said the release.
And being one of the pioneers of the “dad sneaker” trend, Skechers decided to bring back the classic but with a few updates, and thus, D’Lites 2 Sweet Monster came to be.
“We wanted to be different. Everybody right now is doing the streetwear look — very gritty, very New York-vibe — so what we’re going for is something more polished looking but exuding an unpolished attitude,” Mr. Asong said.
The new silhouette focuses on minimalism: the Sweet Monster collection only features two colors, black and blush pink, and a lighter construction but with the brand’s signature memory foam technology.
This shift to a more minimalist design is something Skechers will continue doing with its successive launches for the year, said Mr. Asong.
D’Lites 2 Sweet Monster (P3,890) is only available in the Nines, a clothing retailer focused on streetwear, starting the second week of May and in the Skechers Philippines website.
The partnership with the clothing retailer includes a curated collection of looks, Skechers call “The Retro Renegade,” as it focuses on women having an “unpolished, yet polished look.”
The Nines is located on the second floor of Uptown Mall in Bonifacio Global City, Taguig.
THE SUMMER COLLECTION
April has been a pretty busy month for Skechers as the brand welcomed its summer 2018 line featuring a collaboration with Cuban-American singer, Camila Cabello called the Hi-Lites collection.
Ms. Cabello was first known as a member of American girl group, Fifth Harmony before moving onto a solo career. One of her biggest hits to date, “Havana,” released in 2018 was a homage to Cuba’s capital.
The collection described as “effortless tropical fashion,” according to the release, complements Ms. Cabello’s penchant for streetwear with a Latin flair.
The Hi-Lites collection come in either low and high-top silhouettes with plump uppers, vulcanized pinstripe outsoles, fat laces, oversized metallic eyelets and the brand’s memory foam for comfort.
The Skechers Summer 2018 collection is available in Skechers stores nationwide and online. — Zsarlene B. Chua