For most of us, a sneaker is just a shoe. A pair takes us from point A to B or around the gym. But for devotees of a burgeoning subculture that began in New York in the 1970s, sneakers are a mode of communication and a way of life.
Sneakerheads (as they call themselves) think and talk sneakers like wine connoisseurs talk about their obsession. They can school you about the origins of certain shoes, new trends in manufacturing and design, and how sneakers went from being functional to fashionable footwear.
They tirelessly surf the net and trawl concept stores in pursuit of new limited-production shoes, collectable pairs or sneakers that have been designed by their favourite musician or customised by a renowned artist.
And when they find them they're willing to do whatever it takes to own them.
For them, it's more than just conspicuous consumption. There's a sneaker to represent their taste in music, a sneaker to enhance their movement, a sneaker to mark moments in their life and a sneaker to sum up the attitude of their generation.
For these sneakerheads, there's the second annual STR.CRD (pronounced "street cred"), an event in Joburg that will showcase and promote the sneaker subculture and other urban street cultures from this continent and around the world.
The event will boast installations and pop-up shops by 21 local and international streetwear brands, and performances by Trinidad-born artist Theophilus London and by 12 local artists, including BLK JKS and Khuli Chana.
Other highlights will be sneaker-customising workshops , seminars by international guests Va$htie, Masta Lee, Woody, Levi Maestro and other artists who have turned their love of street culture into commercial success.
- STR.CRD takes place on Saturday at the Maboneng Precinct, Fox Street, downtown Joburg. For more info go to: www.strcrd.com
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