SOLE PREDICTIONS: DEVON DANIELS

Words: Nhlanhla Masemola | Images: Supplied

A lot has happened on the sneaker front over the last decade with iconic street-meets-luxury collabs such as Nike x Off-White being the norm and sneaker releases dropping at breakneck speed. We get it – it’s difficult to keep up. To that end, we often check in with professional sneaker lovers and authorities to tell us exactly what’s on their radar for 2020 and beyond. Next up on the list, we're picking the brain of resident sneaker expert and eternal cool kid Devon Daniels.

So what’s your opinion on the state of sneaker culture at the moment?

It’s on a continuous high with no sign of decline in my opinion, with popular culture and celebs influencing the mass market through social media and our 24/7 access to content. It's all about brands and their power to capture the youth with their strategies.

And what about the nature of hype? Is it the same as it’s always been?

Hype is bigger than ever. We've seen how big brands and culture influencers such as Virgil [Abloh] can create hype around products that a few months ago wouldn't be worn or thought of as cool, like the recent resurgence of the Nike SB Dunk. In a way, it's the brand’s way of bringing back or reviving classic silhouettes, but it’s also an opportunity to teach the next generation about these historical shoes that built subcultures and sneaker culture as we know them. Don't get me wrong, I see the good and bad in this, but I don't get how last year you couldn't sell one sneaker pair and not have it available on StockX for 300 dollars (roughly R5400). Brands have created hype by releasing shoes through collabs with the most influential people right now. The market laps it up and resellers rack up all the pairs without any of us on the ground being able to get a pair. The only way is to wait for the general release, usually a year later.

The fashion industry is currently at a crossroads between streetwear, sneaker culture and luxury fashion. Do you think these spheres will ever separate again?

I don't see it separating, as luxury fashion has always been a part of streetwear and sneaker culture because of its aspirational air. Way before luxury fashion brands collaborated with streetwear culture, icons such as Dapper Dan were bootlegging and creating this future of luxury streetwear and the entrepreneurial spirit of the youth today. Soon we’ll see a Jordan 1 x Dior collab coming up and I'm sure we are going to see a lot more.

What single sneaker do you own that you’re loving at the moment?

My last purchase was a pair of Nike Vapor Street PEG. These are a more street-style version of the Nike ZoomX Vaporfly NEXT%, which were under investigation by the World Athletics board for allegedly giving an unfair advantage to competitors. They've been breaking every record since they were released and, not that I’m a runner, but I value and appreciate the technology and innovation that gets put into footwear.

And what do you look for in a sneaker? How many pairs do you own?

I look for innovation and a story. Finding little details in the makeup of a sneaker – something under the tongue or on the inner sole and tech – is a big part of my decision to buy. My style, like everyone else’s, changes over time and I tend to go more for what I really, really like. I’ve slowed down on buying as many kicks as I used to in the past. I own around 80 good pairs that I try to keep rotating. Since I've gotten older, I've realised I don’t need a room full of shoes. I used to have a pair to rock for every day of the year, but decided it was too much and let go of most.

What sneaker collaborations do you see taking place in the future? Is there anyone you want to see collaborating? With which brand?

More collabs most definitely with brands such as Nike x Supreme, Travis Scott or more sustainable projects with local designers, artists and brands. Maybe in the near future: Google’s Wear OS integrated with your footwear or SpaceX and adidas Futurecraft 4D.

What do you think sneakers will look like for the rest of the year? Do you think there’s a general trend that will dominate?

More Dunks and Jordan 1s, but back to 90s court classics. And we seem to be going back to more retro-styled looks, so classic multifunctional white sneakers and retro runners.

What current sneaker trends do you think everyone should walk away from?

Dad sneakers.

Besides the big brands in the game, which sneakers are gaining momentum right now?

I think more around silhouette than brand. I’ve seen platforms grow and grow over the last few seasons and see more of that, such as the triple-sole Nike x Sacai look, so slimmer shape than the Triple S Balenciaga vibes.

What’s one thing you think people get wrong about sneakers?

I don't think you can get anything wrong, because we all have our own individual style and taste. Your choice is your own and you can't judge people for what they wear, because footwear is supposed to be a functional piece to protect your feet from the elements or act as a barrier from injuring yourself. What people might get wrong is thinking that wearing something that's worth over R3k or part of a collaboration with the hottest brands makes them better than the next person. Respect each other’s styles and encourage change.