Fashion

Sneakerboy Arrives In Sydney

By Mitchell Oakley Smith - 14 Dec 2013

Where women have lipstick and heels as entry points into the rarefied world of luxury fashion, men have sneakers. Yep, high-tops, kicks, trainers, chucks…those athletic shoes made popular by the New York City Subway strike of 1966, forcing people to take to the streets on foot, have become a luxury status symbol in recent years, care of the rise and rise of hip-hop music culture.

It was only a matter of time before someone took notice and developed a retail concept for this young, cashed-up, digitally savvy 21st century shopper, and Sneakerboy, the brainchild of retail entrepreneur Chris Kyvetos, fills that gap.

Essentially an online store with physical showrooms, Sneakerboy allows customers to manage their own transactions, as is commonplace in online shopping, by scanning products on display with the Sneakerboy App on their phone, whereby the product is then delivered direct to their door within three to five days, anywhere in the world. It's a new way of doing business, but with the cost of retail real estate so high in the city centre, it's logical to dedicate floor space to displays rather than excess stock, enhancing the experience for customers.

What's more is that this is no ordinary Footlocker. Sneakerboy's portfolio includes the collections of such storied designers as Balenciaga, Saint Laurent, Givenchy, Lanvin, Alexander McQueen, Raf Simons, Kris Van Assche and Giuseppe Zanotti. As well, it has commissioned special collaborative series and capsule collections to keep sneaker aficionados continually engaged.

Sneakerboy opens today at 3 Temperance Lane, Sydney (next to the Apple store on George Street).

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