26/02/2008 Sometimes fashion can be a tad scary; daunting even. But, you know; if you’re a bit weary of fashion, don’t panic, you’re not alone. There are loads of fashion-phobic guys and gals out there; dreading the whole garment selection process. As for trying a shirt or jeans on for size, whoa, don’t even go there! Then there’s the whole brand fiasco. Some people seem to have an allergic reaction to wearing brand name clothing, avoiding it like a leper with bowel incontinence because, let’s face-it, brands aren’t exactly rock ‘n’ roll, right? Wrong!
Every now and then a brand so deliciously cool and awe-inspiring, you go green with envy to see it on anyone else, will rear it's “oh so sexy” head. These are the brands popular across the spectrum; that survive the test of time. Converse is one such brand; 2008 marking its centennial anniversary.
Yep, Chuck Taylor’s All Star Shoe has been in business for a whopping one-hundred years now. No mean feat. But then, we are talking about an item worn by iconic greats of the 20th Century, the industry over; from gonzo journalist Hunter S. Thompson through to our very own Ian Curtis. Oh yeah, baby, Hunter S. Thompson and Ian fucking Curtis. You better believe it.
Anyway, not wishing to let their one-hundredth anniversary slide by unnoticed, Converse are going to be celebrating in style. We’re not talking pointy hats and party poppers here, a box of doughnuts and a goody bag. Oh no, we’re talking ‘Connectivity’ baby. ‘Connectivity’ is the name of a new ad campaign that’s set to be so friggin’ hip the NHS are using it in replacement surgeory.
As Chief Marketing Officer of Converse, Geoff Cottrill, explains: “Converse is the footwear company that was first in sports and first in rock ‘n’ roll. We are extremely proud of our history and excited about our journey into the next century.
“Connectivity is an exceptional global campaign that fully captures our spirit and brand ethos celebrating true originals. The campaign is bold and iconic saluting those people - past and present - who push the boundaries of creativity, who inspire originality and who embody the values of the brand.”
The campaign will feature the likes of rebel without a cause James Dean and Sex Pistols bassist Sid Vicious ‘connecting’ with icons of the present day including Green Day frontman Billie Joe Armstrong and the baile-funk ragga Queen of cool M.I.A. Launching in Spring, with new stars from the music, art, sport and fashion industry joining the trail along the way, ‘Connectivity’ will be showcased in seventy-five countries worldwide via impactful print, outdoor, digital and integrated brand marketing.
See, nothing to be worried about, is there? Spiders are far more frightening than fashion, and they don’t look half as cool as Keith Richards wearing a pair of Converse. Words: Dave Dryden |
