The HypeBrid co.llection
Can the designer use industry resources, such as the logic behind the trend forecasting system, and not belong to it? Is it possible to prove that brands can be established; by installing the same ideology individually? Can the designer's inspiration source come mainly from his point of view as a consumer? Can he use existing consumer products and analyze the next trend through them? In assumption, that there is no line between the designer and the consumer. As a Sneaker-head, I used sneakers as a case study. In the design process, I relied on historical, cultural, functional, and aesthetic aspects. In response, I created a new type of product: which forms a hybrid that corresponds with history and celebrates the current.
2021
Final Project
Shenkar College of Engineering, Design and Art
Photography credit Shani Axelrad
**FINALIST at the Arts Thread Global Design Graduate Show in collaboration with Gucci
Each shoe is a representation of an era, culture, thought, or story.
By using the Industry's own Fruit and Labor, I can determine whether the use of Forthcasting trends, as used by huge corporations in the industry as a marketing tool, can be used in the same manner by individual designers. And if so, what are the new opportunities that stand in front of a new wave of designers?
Main Idea.
-
![]()
Adidas x Reebok
Instapump Boost OG
1994
-
![]()
Adidas Originals
Superstar
1969
-
![]()
Adidas Yezzy
Foam RNNR
2020
-
![]()
Air Jordan x Off-White
Air Jordan 1
1985
-
![]()
Nike SB x Ben & Jerry
Nike SB
2002
The Reebok X Adidas
Instapump Boost
First release: 1994
Re-release: 2019/20
This shoe embodies the innovative shift that occurred in the '90s.
Reebok came out with new technology to help improve the grip between the foot and the shoe. Using an already existing technology practiced only by the medical field- the air bladder splinters. by reconstructing the idea of a sneaker with the new air bladder, which questions the need for shoelaces, reebok established their name in the game. As a result, the shoe is considered iconic and a pop-culture phenomenon to this day.
In my project, I try to embody the uniqueness of each shoe in my domain. So I chose to reconstruct the idea of sunglasses as we know it. I decided to question the need for handles in eyewear. Also, it was vital for me to eco the times, history, and cultural events that revolve around the shoe by examining what trends were significant in the year of their release. In this case, it was vital for me to keep the 90's sporty, edgy, and innovative characteristics in my final product and still correspond with current influences, which formed the "OG shades" into existence.
The Adidas Superstar
First release: 1969
Re-release: 1986
This shoe represents the beginning of the sneaker culture as we know it.
Adidas came up with a solution to a problem that basketball players had.
Most players used different shoes on the court, but they were designed for other sports branches, like tennis shoes. By creating a shoe that continued the sole's structure onto the front parts of the feet, Adidas succeeded in creating the perfect desired grip. Therefore, this shoe also embarks the beginning of the sneakerhead culture. In the '80s, by bringing a new type of influencers to market- the hip-hop group, Run DMC. This shoe merges the worlds of sports and hip-hop for the first time and births the first collaboration between a shoe company and a non-athletic spokesmodel. Thus, Adidas may have started the hype around sneaker culture as we know it.
As part of my methodology, I wanted to keep the values of the time, cultural impact, and uniqueness of these shoe release years and its release cycles through the years and still point, in my final product, today's value and influence.
I decided to deconstruct the motives that brought this shoe its iconic status. as a result, I created this necklace whose links, shapes, and sizes are represented in hip-hop culture from the '80s and are a fundamental part of its appearance. Furthermore, by using the aesthetics and material of the sole, I hint at its technical importance in its field.
The Adidas Yezzy
Foam Runnr
First release: 2020
These pair of shoes are the only non-sneakers shoes I chose out of this collection. Kanye West is the head designer and owner of the Yeezy brand under the Adidas Company. Kanye's main goal with this shoe was to reduce the production cost of manufacturing in the US and keep the design process in-house. The shoe's aesthetics is being questioned by sneaker culture, but the undying hype that revolves around the shoe is unparalleled to anything we have seen before. The shoe is known for being "ugly" but still really desired. The "ugly/beautiful" aspect made me realize that I want to use this value in my final product. Moreover, the shoe can be seen as an extension of our body parts, in this case, our feet. As a jewelry designer, I wanted to bring to the front stage an object that I consider as jewelry, the Grillz. Grillz are unpopular mouth jewelry identified with the hip-hop culture. An outcome I found ironic, granting Kanye West was first introduced to the world as a rapper and considered one of the greatest rappers alive.
Designing my Grillz can be viewed as an extension of one's body part- our teeth. Therefore, the "ugly/beautiful" element was essential for me to reach by bolding out the teeth using subtraction of material in the shape of holes, as presented in the shoe's design itself. Questioning the popularity of a piece of jewelry is something I need to examine as a jeweler. This type of jewelry may be looked down on in my field, something I found similar to the public's reaction to the shoe's appearance.
The Air Jordan 1 X
Off-White
First release: 1985
Re-release: 2017
This shoe brought Michael Jordan to the hall of fame when it comes to the sneaker world. The Air Jordan 1 has an iconic status for multiple reasons, from Jordan himself to its ban from the NBA. In the '80s; the NBA had strict rules for its outfits and shoes. Simultaneously, Nike signed a new up-and-coming player as its spokesmodel, the freshmen- Michael Jordan. As a spokesperson for the brand, Jordan played in the shoes he designed. Each time he played with those shoes, he was fined due to the NBA colors restrictions, which ruled that basketball shoes must be white. His newly designed shoes were rocking the red, black, and white colorway. The ban and scandal around the sneakers made them stand out and desired, which contributed to their hype. I chose to refer to the collaboration between the Air Jordan brands with the Off-white brand.
It was clear to me that I want to bold out the NBA contribution to these shoe successes in my design process. An NBA championship ring structure is based on the attachment of multiple elements, versatile stone setting, the winning team's logo, the winning numbers of the season, and the MVP name to least a few. The off-white brand is notorious for using quote marks and literal slogans, something I found parallel to the NBA's ring structure. Thus, I chose to showcase both elements in my final product. The "hypebrid co.llection" championship ring is a symbolic reference to my project as a whole but also points out the self-awareness elements of an object. Using text to reference its material, inspiration source, and technique, I was able to eco the fundamental source of inspiration in my work process. Using enamel and setting sapphire stones in the ring, I hint at the luxury behind the NBA championship ring status.
The Nike SB x
Ben & Jerry’s
First release: 2002
Re-release: 2020
The Nike SB branch is a branch inside the Nike brand. Established in the early 2000s as part of the brand's desire to reach a more extensive scope of sports divisions. The brand's main focus was to get the attention of a new group of athletes, the skateboarding community.
After multiple attempts to understand and deliver the ultimate shoe to this particular group, Nike finally provided the "Dunk" model. The chunky look meant to give the skaters' the extra support they looked for in a shoe.
I wanted to reference the shoe's collaboration with the Ben & Jerry's brand in my final product. By staying true to the materials and fabrics, which includes the fake fur cow pattern. I designed the hybrid between a utility vest and a fanny pack, which I consider a new product whose end-user is the skating community. Assessing their need for personal belonging storage, I have realized I can make their desire for extra storage correspond with the latest trend.
About
