story

"We're hoping that we can really connect people to Air Max 1 in a completely new way. Yo, what's good, everyone? My name is Jamie Paige. I'm one of the Product Line Managers of the Air Max Team, and I have the privilege of managing some of the most important ... 

Air Max franchises in the portfolio". Today, we're here to talk about the Air Max 1 'Crepe Hemp' reissue and the 'Dirty Denim' reissue".

"So originally, when these shoes released back in the early 2000s, it was a Design Team coming up with really interesting colour and material plays. And as we look to reissue these … "

"We wanted to tap into the really rich DNA of the stories, but make sure it connected to the consumer in a new way. It gives the opportunity for people to look back at the DNA and understand where it came from and bridges that gap between old and new".

"The only thing consistent between the original 'Dirty Denim' and the reissue is the story. We took the concept or story around 'Dirty Denim' and kind of started from scratch in a more modern way".

"So you'll see the actual denim on the foxing and the quarter of the reissue, and that allows consumers to either distress, dye, do whatever they want to make it their own in terms of the 'Dirty Denim'".

"Same scenario here, we started with the 'Crepe Hemp' concept and story, and wanted to bring it to life in a new way again. So you're going to see a completely different hemp execution on the vamp and the collar".

"You'll see suede across the tip and the mudguard, and a really premium nubuck on the quarter and the foxing. So all in all, a really premium shoe that tells that story".

"To finish it off, the new modern version of the Crepe outsole. When it comes to the 'Crepe Hemp', we want it to feel really crafted and really perfect … "

"But you have that opportunity on the denim to make it your own a bit more. So really two ends of the spectrum when it comes to these two silhouettes".

"So when the original 'Dirty Denim' and 'Crepe Hemp' came out, they would've had a bit of a cult following. The OG sneakerhead would've been after them. And knowing that these stories resonated so well with the consumers back in the early 2000s … "

"We wanted to make sure we had really strong DNA and really strong stories to bring these to life. So our goal is to not only … "

"Serve the need of these collectors that have been around for years and years, but we also want to serve the next generation and the next community around Air Max 1".

Behind the Design: Air Max 1 'Dirty Denim' & 'Crepe Hemp'