Dior's Next Big, Imminently Sold Out Sneaker Has Been Released to the World
Sneaker culture was going to die. Until it didn't. Because, despite the cacophony of doomsayers ringing the death knell of streetwear at large, luxury didn't just continue its love affair with the blue chip trainer; it made a commitment. And the marriage is a success, as it always is.
Nowhere was this felt more than at Dior. Under the steer of men's creative director Kim Jones, the Air Jordan 1 OG Dior—a Nike bestseller that sat within a wider collaborative release between the two brands—was an instant hit. The closest punters got to their own pair (or even enjoying a glimpse) was from behind the glass screen of a smartphone, collectors, and a lucky few parading their new grail with pride and disbelief on Instagram. At resale, a pair can now be bought for around £6,000.
It's unlikely that this was a one-off. Just as the Gucci Rhyton and Balenciaga Triple S continue to move off shelves, it's a given that Dior's grip on the sneaker market will get bigger and tighter, and the B27 is set to be the Next Big Tread.
Released as part of the Nineties gone Deep Space Nine fall 2021 collection, Dior's leather B27 is available in both high-top and low rise silhouettes with orange accents and the house monogram to the outer. And, for now, you can only get it at Selfridges in the U.K. as Dior opens several pop-ups around the world to launch its latest line.
As is tradition for Dior's current administration, Jones collaborated with an artist for the fall 2021 collection. It was the turn of Kenny Scharf. Largely considered to be a key player in the transformation of New York's East Village into a creative hub, the American artist's distinct cartoonish style amped up the slick overcoats and neat tailoring of Jones' MO—and several of these key pieces will be available in tandem with the B27s at Selfridges. Of the collection, Scharf told Esquire, "I let Kim [Jones] have free rein of my archives and I was happy to see that most of the imagery is current; things that I posted on Instagram as I'm finishing them, and sometimes things that are still works in progress because I like showing those, too." It was natural fit for both parties. "There is definitely a link between art and fashion: They are both expressions of creativity and can easily intermingle and occupy the same place at the same time."
The pop-up at Selfridges is now open, and will run for several weeks before the B27 is made available online, and in other stores. The luxury sneaker isn't retiring yet. On the contrary: It's only just getting started.
This story originally appeared on Esquire.co.uk. Minor edits have been made by the Esquiremag.ph editors.
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