For those not in the know, the sneaker and streetwear industries may seem fairly straightforward, no different to any other clothing industry. Little do they know, that these industries generate billions of dollars and are heavily driven by a booming resell market. Before we get stuck in, allow us to explain just how the streetwear and sneaker industries work in the modern world.

Brands and retailers have identified genius marketing strategies over recent years which has catapulted the industry to new heights. You may have heard the saying ‘supply and demand’, this refers to the amount of goods that are available in contrast to how many people wish to purchase the goods. The streetwear and sneaker industries generate excitement and what we like to call ‘hype’ for upcoming releases to maximise demand. In return they offer very little supply, meaning that the products are incredibly difficult to get your hands on. With so many people wanting the same product, eventually it will lead to individuals reselling the product for a hefty premium above the price they paid at retail. From here on it is a snowball effect, not only do we have individuals wanting to purchase almost every release for their own use, but we have millions of people across the globe seeking to cash in on some profit in the resell market. As a result, brands and retailers not only sell out an almost all products, but have tremendous exposure and demand.

So what makes a product so hyped? Simply put, brands such as Nike and Adidas owe a lot of their success to collaborations with celebrity icons and endorsements. It’s a marketing tool which has been proven for decades, but none revolutionised the game like Nike and Michael Jordan. The success here is evident to see and in recent years we have seen modern day success stories close the gap on Jordan with collaborations with fashion icon’s such as Travis Scott, Kanye West, Virgil Abloh and Jerry Lorenzo. Honourable mentions go out to Ronnie Feig, Pharrell, Sean Weatherspoon, A$AP Rocky, Nigo, Chris Gibbs and more.

The top 4 mentioned above have each produced their own collaborative labels, Cactus Jack, Yeezy, Off-White and Fear of God. These have all gained vast global popularity and success, generating hype for almost anything they touch. Seriously, in a collab with McDonald’s, Travis Scott released a pillow in the shape of a chicken nugget and it sold out instantly with aftermarket resell value! To the untrained eye, it may come across that it’s all a gimmick and that people buy into their products as they are a fan of the given celebrity. Truth be told, all of these ‘hype guys’ are serious creative geniuses and have studied the fashion industry intensively. They have pioneered new waves in street fashion and their innovative products have revolutionised the scene. Truth be told, they have darn right deserved all of the attention and hype surrounding their products. For it is these creative individuals alongside their respective brands that drive the current industries and influence the community in style and fashion.

Let us know if you agree and what topic you would like us to feature in our next blog!

Now more than ever, we have seen Mental Health awareness campaigns take on new strides in their endeavour to spread support and guidance. With increasing frequency, many brands and businesses have been keen to share their input on the matter. Albeit some may suggest that this is due to forward-thinking millennials driving change, whilst others may critique that it’s a strategy to cash in on the €4.2trillion global wellness industry. Nonetheless, it’s a positive move.

Well with all things considered, mental health can affect anyone and everyone. Statists suggest that those within the retail and fashion industry are 25% more likely to experience some kind of mental health illness. That means with 1 in 4 individuals possibly dealing with a mental health illness, it’s only right that the fashion industry is taking strong strides towards a healthier future. 

Within the fashion world, the topic of mental health has always been a bit of a taboo subject in previous years, somewhat due to the tragic deaths of highly revered designers Kate Spade and Alexander McQueen. Paying homage to their legacy, other influential people such as Kate Moss, Isabella Blow and Adwoa Aboah have all publicly addressed issues surrounding mental health. Further raising awareness and catapulting the industry towards change. True role models for all aspiring models, designers, and stylists.

Similar to we, there are numerous brands and businesses that have identified themselves as mental health advocates. DeMellier, I’mmany, Madhappy and The Mayfair Group just to name a few. Each of which have respectfully rolled out campaigns aimed towards the development of the mental health awareness cause. The Mayfair Group in particular have teamed up with The Mental Health Coalition and Active Minds to pledge a minimum of $10,000 in donations from their Answers May Vary campaign. Including $1 from each use of their hashtag on social media, #answersmayvarychallenge. This enables anyone and everyone to get involved, spread awareness and make a positive impact. A remarkable feat by any means! 

Other organizations such as The Model Health Pledge, Equity and Kering foundation also offer help, advice and support to those struggling with anxiety, depression and other mental illnesses. It’s important that organizations like these are sign posted throughout the fashion industry to offer guidance to those in need. 

Although we would love to continue these discussions (seriously we could chat mental health awareness without end), we must wrap up this article until another time. For now, please see below a further list of highly acclaimed mental health awareness advocates and support organizations. 

• Active Minds 
• Anxiety and Depression Association 
• The Flawless Foundation 

Homme + Femme was founded in 2013 with its roots embedded in the diverse street and luxury cultures of Los Angeles. The French name, which translates to man and woman, signifies the premium lifestyle the brand aims to curate with each collection. Taking cues from the history of hip-hop, Homme + Femme instills nostalgia into every silhouette, offering products that are forever evolving.

This spring, the clothing line released a collection that consists of quality t-shirts, a denim jacket, hats, and it's own line of jeans. 

The Allover Print T-shirt is a premium cotton-poly blend that features puff print of Homme Femme logo flips.

Coupling bold colored tees with whimsical, instantly recognizable graphics and funky elements (such as the latest UV-reactive Converse collab), Chinatown Market is back with their SS21 collection.

Featuring tie-dye, bright colors, and spring elements, the brand has all the details for the seasonal collection.

Shop the latest from Chinatown online and at our 4911 boutique. 

The streetwear scene is one which is constantly evolving. A whirlwind of trends that reels in new brands each and every day. However, these welcomes into streetwear are often short-lived, for only a handful of upcoming brands manage to secure their rightful place amongst the streetwear heavyweights. One reason why this is an unfavorable truth for some, is due to the lack of brand originality. 

With all this being said, there are plenty of new and upcoming brands that have fully established themselves within the streetwear scene, due to their originality, brand culture and design. One which is truly deserving of a mention is Cease and Desist. A black owned streetwear brand, based out of Atlanta (US) that is starting to make some serious noise on the streets. 

Cease and Desist were officially founded in the spring of 2014 by self-taught designer Fred Saint Foster, although their presence can be traced back to 2013. Ahead of Cease and Desist, Foster had already worked up an impressive resume. Gaining global acknowledgement and notable accolades for styling big-name clients amongst the likes of Beyonce and Future. In an interview with XXL, Foster said “The first person I made a custom piece before I went to production, I made it for Future,” he went on to say “I made a custom piece for him and he wore it, I think in the "Love Me" video with Drake and Lil Wayne. I think that was the first person to wear it.”. Clear for all to see then that Foster is a natural creative with vast attention to detail.

Upon first glance, Cease and Desist boasts a modern yet vintage street aesthetic with industrial/techwear subtleties. The brand experiments with new designs and are not afraid to go against the grain when it comes to streetwear conformity. In other words, Cease and Desist boasts a unique collection of pieces that adhere to the brand personality. 

Cease and Desist go beyond the average printed t-shirt. The creatives behind the threads love to explore with the natural silhouette of each garment. For instance, taking the standard t-shirt and stitching an additional layer made up of belt bags, tassels or even external pockets. As strange as it may sound, it works! 

It is not every day that you come across a brand with such originality in style. It is a breath of fresh air and we (amongst most) believe that Cease and Desist are set to be in high demand throughout 2021. 

Be sure to stay ahead of the game and take a look at some of the current Cease and Desist products we have here at Sole Play.

To the untrained ear, Billionaire Boys Club doesn’t ring out as a major streetwear brand. However, those who are more invested within the streetwear community can agree that Billionaire Boys Club is brand with heavy street recognition. Here we take a look beyond the threads and explore why Billionaire Boys Club should be a brand on your radar in 2021. 

Firstly, the history. Billionaire Boys Club, or BBC for short, is the brainchild of two creative streetwear geniuses, Pharrell Williams and Nigo. In 2003, singer and fashion influencer Pharrell teamed up with the notorious founder of A Bathing Ape, Nigo to create BBC. A match made in heaven for some and a partnership which generates a lot hype for BBC. The history alone carries enough weight to seriously strengthen your get up. 

Next up, aesthetics. Similar to the streetwear giant, Supreme; BBC boasts a number of signature logo’s which are all popular within the scene. Although similarities seem to stop there. One flick through the BBC lookbook will show you that the brand are no strangers to style versatility and that they use a range of premium materials to make up their unique look. From denim jeans to combat cargo’s or printed t-shirts to embroidered sweaters. The vast range of choice is one of the many reasons why BBC can be found in so many people’s wardrobes. 

For all our hypebeast readers, this one is for you! Although BBC is starting to gain a large following, it is also important to consider individuality. Nobody wants to be seen wearing the exact same outfit as somebody else. Whether you admit it or not, we all like to feel as though are clothes are exclusive to us. Well, it is worth noting that BBC now offer region exclusive garments, which means that they will ultimately be more in demand yet not everybody can buy them. Rare, exclusive and no doubt, a lot of hype. 

Another reason why Billionaire Boys Club should be on your radar in 2021 is due to the waves they are making within the music scene. Like we often see, fashion and music often come hand in hand. BBC have teamed up with Montreality on YouTube to offer BBC Sounds. Taking well known artists, the likes of Lil Durk, Big Sean, ILOVEMAKONNEN and more, to conduct interviews all whilst promoting the brand. Although we often see celebrities rock BBC, we predict that this venture will further catapult the brand in 2021. 

Finally, we take a look at pricing. All things considered, it must be said that Billionaire Boys Club is a fantastic brand through and through. The garments are often soft to the touch, durable and offer a premium fit and feel. Pricing is without a doubt reasonable and endearing. Billionaire Boys Club has somehow managed to perfectly bridge the gap between streetwear and high-end designer clothing. An impressive feat by any means. 

By now it’s sure to say that you must be starting to consider how BBC can strengthen your get-up. Be sure to take a look at some of the current Billionaire Boys Club products we have here at Sole Play.

     A few weeks ago, Lena Waithe posted a comment that read, black faces make the sneakers cool, and white hands get paid for it.  Her comments hit home and is a feeling that black consumers have experienced forever.  Whether it’s Run DMC holding up an Adidas shell toe at a concert in ‘86 or Michael Jordan wearing his signature sneaker in ‘84, it’s black people who are at the forefront of sneaker culture. It’s a status symbol, cultural iconography, a movement that has been adopted by others looking for cool. Questlove said it best, “nobody is checking to see what Kurt Rambis is wearing.”  Nowadays, some would argue, it’s the music artist, model or social media influencer the pushes the culture knob.

    Social media can be great when used responsibly and a nightmare for those who don’t. Recently, @snkrsgurl was involved in the #Jordan1sonhead challenge and was called out for saying, “next time ima wear black makeup to satisfy you😘” What followed was equally sad and disheartening, an outcry of sympathy and excuses for this woman who made a racist comment. People saying she didn’t mean it like that, or she is foreign, she doesn’t know what that means. Just because you are ignorant, doesn’t make you less culpable for your actions. Many black people took offense, especially black women because at the center of this is a post that has nothing but white women. The plot thickens.

    Black women in sneakers are undeniable, you have Vashtie, Alealie May, Maya Moore, Teyana Taylor and Jazzy Rae to name a few.  So, it’s obvious when media outlets whitewash advertising and features. Too often black women are labeled as spicy, loud or complain too much when they defend themselves. Would that happen if they were male or a white woman? Too often misogynistic comments referencing their mental cycle are hurled as insults regarding their behavior. Would this happen if they weren’t black? And to me, the ultimate insult, if you don’t like it, why don’t you create your own platform.  I thought this community was about inclusion, why should black women have to create their own space?

      Far too often people are triggered when black people create something for themselves. Historically, black movements are rooted in unity to uplift black people and the black experience, never to make anyone else feel inferior. This community is unbalanced, from power structure to representation, can it be fixed, sure. But can we come together to accomplish that; I don’t know.