SHAYNA: OLD-SCHOOL STREETWEAR BRANDS ARE BIGGER THAN EVER.
IF U.S. TRIED AND TRUE AS CHAMPION, GOING STRONG SINCE 1919 -- FEW ARE TRIED AS TRUE AS CHAMPION.
INSIDE WE FIND VANESSA.
>> STYLE AND CLOTHES SAYS WHAT I NOT ABLE TO SAY.
I REALIZED AT A YOUNG AGE MY STYLE SPEAKS FOR ME BEFORE I GET INTO THE ROOM.
SHAYNA: SHE IS A STYLIST IN BOSTON AND NEW YORK, WORKING WITH PRIVATE CLIENTS AND CLOTHING COMPANIES.
TODAY, SHE AND A PHOTOGRAPHER COLLABORATE ON A SHOOT FOR CHAMPION.
>> I FELT IT AND IT WAS IT.
AS A YOUNG GIRL IN BROOKLYN IN THE LATE 1980’S AND EARLY 1990’S, WHEN I SAW MY FEMALE COUSIN WEARING STREETWEAR I THOUGHT LOOK HOW POWERFUL SHE LOOKS AND SHE IS NOT AN APHID
ADDRESS.
I THOUGHT I CAN DO THAT TOO.
SHAYNA: COMFORT, VERSATILITY, AND A RANGE OF PRICES.
>> YOU CAN WEAR A CREWNECK WITH A SUIT.
YOU CAN WEAR A SEQUENCE CURRENT WITH A HOODIE.
YOU CAN GO HIGH-END YOU SUPREME OR YOU CAN STICK WITH A BRAND LIKE CHAMPION OR REEBOK AND GET SOMETHING AFFORDABLE WHILE STILL FITTING IN.
YOU CAN DO ONE OF THESE.
SHAYNA: SHE GRAVITATES TOWARDS COLORFUL PRINTS FOR MODELS ERICA AND GABRIELLE.
>> BEING ABLE TO MAKE MULTIPLE OUTFITS OUT OF ONE PIECE IS WHAT I ALWAYS GO FOR.
IF YOU LOVE IT, YOU BUY IT AND YOU SLOWLY START TO BUILD A RELATIONSHIP WITH THE PIECE OF CLOTHING.
SHAYNA: AND DON’T BE AFRAID TO EXPERIMENT.
>> VERY IMPORTANT TO BREAK THE TRENDS.
THAT IS WHAT STREETWEAR IS, BREAKING THE TREND, GOING AGAINST WHAT SOCIETY THINKS MATCHES.
IT CREATES PERSONALITY.
SHAYNA: IF WHAT IS OLD IS NEW AGAIN, JUST LOOK AT REEBOK.
A GLEAMING NEW GLOBAL HEADQUARTERS IN THE SEAPORT DISTRICT, COMPLETE WITH A SPRAWLING RETAIL STORE.
A SURGE OF NOSTALGIA FOR THE BRAND’S CLASSIC LINES.
AND BUZZ OVER THERE LATEST DESIGNS.
FOOTWEAR DESIGNER CARLOS ESCOBAR IS COLLABORATING WITH SUPERMODEL GIGI HADEED FOR HIS LATEST PROJECT.
>> SHE IS VERY HANDS-ON AND SHE HAS AMAZING OPINIONS AND SHE DOES A LOT OF RESEARCH.
SHAYNA: ESCOBAR AND HIS TEAMWORK TWO YEARS IN ADVANCE, STUDYING INFORMATION -- >> THE DESIGN PROCESS COULD BE ANYWHERE BETWEEN TWO TO FOUR MONTHS.
THEN THE PRODUCTION PROCESS TAKES ABOUT A YEAR AND A COUPLE MORE MONTHS.
SHAYNA: TRENDSETTING IS NO EASY TASK.
>> SOMETIMES IT CAN BE REALLY STRESSFUL AND CRAZY.
BUT IT IS KIND OF LIKE A LITTLE BIT OF A RUSH.
WHEN YOU ARE LOOKING FOR IDEAS.
THEN IN THE MOST RANDOM TIME OR PLACE, THAT IDEA CLICKS IN YOUR HEAD.
SHAYNA: IN THE 1980’S, WHEN IDEA CATAPULTED REEBOK TO ICON STATUS.
THE FREESTYLE, A FIRST OF ITS KIND AEROBICS SHOE FOR WOMEN.
>> THIS ONE IS FROM 1984.- SO, THIS IS THE EXTRA FIT.
BY 185, THE FREESTYLE WITH TAX WILL BE $54.11.
SO, IT WILL BE FOREVER KNOWN AS THE 5411.
SHAYNA: FOUND IN IN ENGLAND IN 1958 BY BROTHERS, REEBOK MEANS ANTELOPE IN AFRICA ON.
>> REEBOK WOULD BE THE PRONOUNCED ELATION BUT WE SAY REEBOK.
JOE FOSTER REALLY WANTED TO HAVE AN R-SOUND FOR RUNNING AND TO BE QUICK AND SMALL AND NIMBLE.
SHAYNA: REEBOK RELOCATED TO MASSACHUSETTS IN 1979.
VINTAGE ITEMS FROM THAT ERA LOOK ON TREND TODAY.
>> THIS ONE IS THE OLDEST PIECE OF APPAREL WE HAVE IN THE COLLECTION.
1970’S.
SHAYNA: IN ADDITION TO THE COMPANY’S INTERNAL ARCHIVES THERE IS OFFSITE STORAGE FOR MORE THAN 80,000 PIECES OF FOOTWEAR.
ALTHOUGH REEBOK’S PLACE IN THE STREETWEAR ZEITGEIST HAS EVOLVED OVER THE YEARS, ITS ETHOS REMAINS THE SAME.
>> OUR FIRST PUBLICLY TRADED SLOGAN IS BECAUSE LIFE IS NOT A SPECTATOR SPORT.
IT IS A QUOTE BY JACKIE ROBINSON ABOUT WHY YOU SHOULD BE ACTIVE IN YOUR OWN LIFE.
AND I THINK THAT IS A DIFFERENT NARRATIVE THAN THE NUMBER ONE.
IT’S AN INCLUSIVITY MESSAGE.
SHAYNA: SOME MAY BE WONDERING WHERE DO YOU LOOK FOR STREETWEAR.
VANESSA SAYS TRIED BRANDS THAT SPECIALIZE IN IT.
ANTHONY: THAT HLPS BECAUSE THEN YOU KNOW IT IS NOT A PASSING TREND EITHER.
HOW PEOPLE PICK STREETWEAR HAS A LOT TO DO WITH NOSTALGIA.
IT HAS A LOT TO DO WITH WHERE AND WHEN THEY GREW UP, HOW THEY FEEL ABOUT THAT, THE MUSIC THEY LISTENED TO, AND THE ATHLETES THEY ADMIRE.
YOU CAN SEE THAT IN THE WAY THAT PEOPLE CHOOSE THEIR STREETWEAR.
SHAYNA: THOSE PINK REEBOKS,