READ: I WANT TO DRESS LIKE ’90S MICHAEL JORDAN As you would expect from a luxury product, each detail is hand stitched, sewn and painted and this is no different – even the lining under the sock is marked with the Dior oblique. Joining with Dior Men’s lead footwear designer Thibo Denis and Jordan Brand VP of Design Martin Lotti, the trio take a deep dive into the design process and meticulous creation of the shoe, with materials they have “never used before”. In a behind-the-scenes video into the making of the collaboration, the designer gives viewers insight into his own collection which ultimately inspired the newly-released collection, many sneakers of which are highly rare nowadays. It was inevitable that Dior Men’s Director Kim Jones would join up with the sporting giant, particularly after his love affair of the Jordan brand from a young age. Made in Italy and edge-painted by hand, the cult silhouette pays tribute to Dior’s excellence and savoir-faire in leather goods while drawing inspiration from the Jumpman’s rich heritage. Sitting behind a glass box on the shelves of Dior, the detail and craftsmanship of such sneaker is made apparent. Launching yesterday in Australian boutiques, a line staked out in the rain, snaked down the luxury shopping strip in Sydney and revealed just how popular the partnership is.
The going rate on StockX, if you’re interested, is £10,000.The waitlist for the highly-anticipated Air Jordan 1 OG Dior sneakers was into the millions as sneaker heads and luxury collectors looked to cop the collaborative capsule. (A few pairs have, however, already found their way on to resale sites, presumably via being gifted to celebrities or influencers.
The raffle-to-buy concept, which allows only one pair per customer, was conceived by Jones as a device to prevent the limited edition of 8,500 sneakers being snapped up by resellers. Not even Dior’s menswear designer, Kim Jones, an Air Jordan obsessive who owns more than 40 pairs himself, unveiled this collaboration at a Miami catwalk show last year, and has designed a summer capsule collection including basketball-style long shorts, a sweatshirt with Dior-branded “wings” and a dove-grey cross-body bag to accompany the sneakers. Nonetheless, the story of Air Dior’s hype is, as per the 2020 zeitgeist, a level of craziness that no one saw coming. For two bluechip bloodlines of sportswear and luxury, this is a royal wedding. The Air Dior, which swaps out sportswear primary colours for a soft “Wolf Grey” borrowed from the Christian Dior headquarters on Avenue Montaigne in Paris and overlays the Nike swoosh with Dior’s own distinctive “oblique” logo, is the first luxury link-up in the Air Jordan’s 35-year history. This was the first trainer to become part of pop culture, a serendipitous coming-together of the bouncy Air sole technology that Nike had developed in the early 1980s and the gravity-defying magic of Michael Jordan on the basketball court. The Air Jordan is the Rosetta Stone of sneaker history. Dior’s menswear designer, Kim Jones, in a pair of Air Diors. A bespoke architectural experience “based on the concept of air” features glass walls that cloud up with “smoke” to reveal the Air Dior logo, and a real-time countdown showing how many pairs are still to be collected.īrand obsessive. The hands-on elements of the pop-up had to be shelved to comply with social distancing and sanitising guidelines, but – for 13 days only – Selfridges aims to bring an experiential element to the process of picking up a pair of pre-purchased trainers. Next week’s pop-up Selfridges “collection point” for the first Air Jordan 1 OG Dior sneakers will be the first luxe iteration of the click-and-collect retail mode that is part of our contactless new normal. Even by the hype standards of the sneakerhead world, the buzz around the luxury take on basketball’s most iconic hi-top is breaking pre-pandemic decibel records. On 1 July, an online prize draw will decide the lucky few who have won the privilege of spending £1,800 on the new Air Dior trainers. But two months is a long time in fashion, and this week sees the blockbuster must-have come roaring back into style. T wo months ago, it was modish to theorise that consumer desire for extravagant luxury fashion might never recover from the pandemic.
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