Converse took promo to the next level a few weekends back, in celebration of the brand’s iconic and soon-to-be ubiquitous One Star shoe. Taking over a hotel in Shoreditch, London, and dressing the rooms up like shoeboxes, Converse did a great job celebrating the multitude of One Star collaborations that restocked/released over the course of the weekend. You could also purchase new general release colourways, including the Black, Raw Sugar, and Sharkskin colourways that have just arrived with us.
The day kicked off with a workshop orchestrated by Grace Ahlbom, based around the importance of physical media like magazines in this age where almost everything is digital. We all got to make our own little fold-out magazines which had a large poster on the back, a lovely memento for the day.
The second workshop was led by Liam Hodges, renowned London fashion designer who’s currently taking the menswear world by storm. We were all given blank t-shirts and were able to screen print a custom graphic designed for the event, and then left to our devices to use paint, marker pens and more as we pleased. Some of the guys produced some incredible stuff.
Capping off the day was a panel talk featuring a host of industry insiders, including Liam Hodges, Stussy creative consultant Jordan Vickors, Sony RCA marketer Minnie Harding, Clash Magazine creative director Rob Myers, and Skepta collaborator Alex Sossah. Headed by Alex Ropes of The Basement, the group covered the importance of collaboration and how crucial it is for an organic relationship to be present between the parties involved for the best results. Having input from people in a range of industries, including music, fashion, and media, which are all becoming increasingly entwined, ensured an informative discussion that was very inspiring for any young creatives in the room.
Overall, the One Star Hotel has to go down as one of the best marketing schemes we’ve seen in recent years. It’s one thing to throw a launch party for a shoe with some free drinks and what not – Converse really kicked it up a notch, taking promo to heights that are rarely seen in the streetwear industry. You can certainly expect the One Star to start popping up everywhere over the next year.
Photo credit – Finlay Flint (Instagram – @finflint)