The collaboration between Off-White and Nike, dubbed “The 10,” wasn’t just another sneaker release; it was a cultural phenomenon. It redefined the landscape of footwear design, impacting the fashion industry and sneaker community in profound ways. Understanding the release timeline is key to appreciating its legacy. So, when exactly did this seismic shift in sneaker history take place? Let’s delve into the chronological details.
Unveiling the Collaboration: The Initial Buzz
The anticipation leading up to “The 10” was palpable. Whispers of a collaboration between Virgil Abloh, the visionary behind Off-White, and Nike, the sportswear giant, had been circulating for months. These rumors ignited a frenzy among sneakerheads and fashion enthusiasts alike. The idea of deconstructed iconic silhouettes, reimagined through Abloh’s unique lens, was incredibly enticing. The official announcement only amplified the hype, setting the stage for a release that would be unlike anything seen before.
The “Revealing” and “Ghosting” Concepts
At the heart of “The 10” were two distinct design approaches: “Revealing” and “Ghosting.” The “Revealing” concept focused on deconstruction, exposing the inner workings of classic Nike models. Think exposed stitching, visible foam, and meticulously placed branding that felt both deliberate and raw. In contrast, “Ghosting” presented a more translucent aesthetic. This involved reimagining silhouettes with semi-revealing materials, creating a sense of depth and intrigue. This duality perfectly encapsulated Abloh’s design philosophy of “everything in quotes.”
The Official Release Dates: A Phased Rollout
“The 10” wasn’t a single, unified drop. Instead, Nike and Off-White opted for a phased rollout, building anticipation with each release. This strategy proved to be highly effective, ensuring sustained media attention and maintaining the collection’s exclusivity.
The Initial Five: “The REVEALING”
The initial wave of releases, under the “Revealing” umbrella, featured five iconic Nike silhouettes: the Air Jordan 1, Nike Air Max 90, Nike Air Presto, Nike Air VaporMax, and Nike Blazer Mid. These were the first glimpses into Abloh’s deconstructed vision, and they were met with widespread acclaim.
The release schedule for these first five was as follows:
- The Air Jordan 1 was the first to drop, launching on September 9, 2017, at select NikeLab locations. This initial release was extremely limited, making it an instant grail for collectors.
- Following the Air Jordan 1, the next four models – the Air Max 90, Air Presto, VaporMax, and Blazer Mid – were released together on September 22, 2017. These were available at a wider range of retailers, but still in limited quantities.
The Second Five: “The GHOSTING”
The second part of “The 10,” known as “Ghosting,” presented a different aesthetic, focusing on translucent materials and a unified color palette. This collection included the Converse Chuck Taylor, Nike Zoom Fly SP, Nike Air Force 1 Low, Nike React Hyperdunk 2017, and Nike Air Max 97.
The “Ghosting” collection followed shortly after the “Revealing” drop:
- The remaining five models – the Chuck Taylor, Zoom Fly SP, Air Force 1 Low, React Hyperdunk 2017, and Air Max 97 – were released in November 2017. The specific dates varied slightly depending on the region and retailer.
The Impact and Legacy of “The 10”
“The 10” collection wasn’t just about sneakers; it was about challenging the status quo and pushing the boundaries of design. Virgil Abloh’s deconstructed aesthetic resonated with a generation that valued individuality and authenticity. The collection’s influence can still be seen today, shaping design trends and inspiring countless collaborations.
Resale Market Frenzy
Unsurprisingly, “The 10” ignited a frenzy in the resale market. Limited quantities and high demand drove prices to astronomical levels. The Air Jordan 1, in particular, became one of the most coveted and expensive sneakers of all time. This underscored the collection’s cultural significance and its appeal to both collectors and those looking to capitalize on its hype. The secondary market continues to reflect the enduring demand for these iconic sneakers.
A Lasting Influence on Sneaker Design
The impact of “The 10” extends far beyond the resale market. Abloh’s deconstructed aesthetic has permeated the sneaker industry, influencing the design of countless subsequent releases. Brands have embraced exposed stitching, visible foam, and other deconstruction elements, acknowledging the lasting legacy of “The 10.” It is a testament to the power of innovative design and the impact a single collection can have on an entire industry.
In conclusion, “The 10” was released in two phases: the “Revealing” collection in September 2017 and the “Ghosting” collection in November 2017. This phased rollout, combined with Abloh’s innovative designs, created a cultural phenomenon that continues to shape the sneaker world today. The dates mark a pivotal moment in sneaker history, signifying the arrival of a new era of design and collaboration.
What were the key elements that defined the Off-White “The 10” collection?
The Off-White “The 10” collection, a collaboration with Nike, redefined sneaker design through its deconstructed aesthetic. Key features included exposed stitching, Helvetica text branding referencing the shoe’s design specifications, quotation marks around defining words like “AIR” and “SHOELACES,” and a signature zip tie attached to each shoe. These deliberate design choices challenged the conventional clean lines and minimalist approach typically associated with high-profile sneaker collaborations.
Furthermore, the collection’s impact stemmed from its limited availability and the high resale value that quickly followed. This scarcity, combined with the unique and easily identifiable design elements, fueled a frenzy among sneaker enthusiasts and collectors. The deconstructed look, initially seen as unconventional, became a highly sought-after style, influencing subsequent designs and collaborations within the sneaker industry and beyond.
How did “The 10” collection disrupt the traditional sneaker release model?
The Off-White “The 10” collection significantly altered the traditional sneaker release model by introducing an unprecedented level of hype and demand. Before this collaboration, sneaker releases were often limited, but “The 10” amplified this scarcity through its unique deconstructed aesthetic and the already established reputation of both Nike and Off-White’s Virgil Abloh. This deliberate scarcity drove up resale prices and created an intense secondary market, fundamentally changing how sneakers were perceived and consumed.
Previously, sneaker releases focused primarily on the primary market, with limited attention paid to the resale market. “The 10” brought the secondary market to the forefront, with many individuals buying solely to resell for profit. This shift transformed sneakers from primarily a functional item or a statement of personal style into a valuable asset, attracting a new demographic of investors and collectors and ultimately impacting the way brands approached future releases.
What was Virgil Abloh’s design philosophy behind “The 10” and how did it contribute to the collection’s impact?
Virgil Abloh’s design philosophy, centered around deconstruction and reinterpretation, was fundamental to the success and impact of “The 10.” He aimed to expose the inner workings of iconic Nike silhouettes, revealing the design process and celebrating the raw elements of construction. This approach challenged the traditional notion of pristine, flawless design and offered a fresh, avant-garde perspective on familiar and beloved sneakers.
Abloh’s use of industrial-inspired elements, such as Helvetica text and the signature zip tie, further contributed to the collection’s impact by bridging the gap between high fashion and streetwear. He created a dialogue between the original design intent of Nike’s sneakers and his own artistic vision, fostering a sense of collaboration and reinterpretation that resonated with a broad audience. This innovative and accessible approach solidified “The 10” as a groundbreaking moment in sneaker history.
How did social media amplify the influence of the Off-White “The 10” collection?
Social media played a crucial role in amplifying the influence of the Off-White “The 10” collection, acting as a catalyst for hype and desire. Platforms like Instagram provided a visual stage for showcasing the deconstructed aesthetic and limited-edition nature of the sneakers. Influencers, celebrities, and sneaker enthusiasts shared images and videos of themselves wearing the collection, creating a sense of aspiration and exclusivity.
Furthermore, social media facilitated the rapid dissemination of information about release dates, raffles, and resale prices. This instant access to information fueled the frenzy surrounding “The 10,” enabling buyers to quickly assess market value and driving demand to unprecedented levels. The visual nature of social media, combined with the limited availability of the sneakers, created a perfect storm of hype that propelled “The 10” into the cultural phenomenon it became.
What lasting impact did “The 10” have on sneaker collaborations and design?
“The 10” collection had a profound and lasting impact on sneaker collaborations and design, setting a new precedent for creativity and exclusivity. The deconstructed aesthetic, pioneered by Virgil Abloh, became a widely adopted trend, influencing subsequent collaborations and even trickling down into mainstream sneaker design. Brands began to experiment with exposed stitching, unconventional materials, and text-based branding, echoing the unique visual language of “The 10.”
Beyond design trends, “The 10” also fundamentally altered the landscape of sneaker collaborations by emphasizing the importance of storytelling and artistic vision. Collaborations became less about simply placing a brand’s logo on a shoe and more about crafting a narrative that resonated with consumers. The success of “The 10” demonstrated the power of a strong design philosophy and a clear creative voice, encouraging brands to prioritize innovation and originality in their collaborations.
How did “The 10” impact the accessibility and inclusivity of sneaker culture?
While celebrated for its innovative design, “The 10” also raised concerns about accessibility and inclusivity within sneaker culture. The limited availability and high resale prices made the collection unattainable for many enthusiasts, exacerbating existing inequalities in access to desirable sneakers. This created a divide between those who could afford to participate in the hype and those who were priced out, reinforcing the perception of sneaker culture as an exclusive domain.
Furthermore, the focus on resale value and the commodification of sneakers, amplified by “The 10,” arguably shifted the focus away from the original spirit of sneaker culture, which emphasized personal style and community. The emphasis on acquiring and reselling limited-edition sneakers often overshadowed the appreciation for the design and history of the shoes themselves, potentially alienating enthusiasts who prioritized passion over profit.
What are some criticisms surrounding “The 10” collection despite its widespread acclaim?
Despite its widespread acclaim, “The 10” collection faced criticism for contributing to the commodification of sneaker culture and the proliferation of hype-driven consumerism. Some argued that the focus on scarcity and resale value detracted from the artistic merit of the designs and turned sneakers into mere status symbols. The inflated prices on the secondary market made the collection inaccessible to many genuine enthusiasts, fostering a sense of elitism within the community.
Furthermore, some critics argued that the deconstructed aesthetic, while innovative, became somewhat repetitive and predictable in subsequent collaborations and designs. The signature elements, such as exposed stitching and Helvetica text, were often imitated without the same level of creativity or purpose, diluting the original impact of “The 10.” This led to a perception that the trend had become overdone and that brands were simply chasing hype without genuine artistic vision.