While 2020 hasn’t been fun for most of us, it was a hoot for Travis Scott.
The Year We’d Rather Have Forgotten saw the Texan rapper drop a slew of chart-topping singles and co-produce the soundtrack to Christopher Nolan’s Oscar-winning film. Principle. He’s also seen success beyond music, signing collaborations with sportswear giant Nike, fast food chain McDonald’s and a massive multiplayer video game. Fortnite. It even teamed up with Swedish luxury perfume house Byredo on a signature “spatial” fragrance.
The maverick musician has made a career pushing boundaries, and it looks like he’s still on that wave in 2021 – this time, reviving one of modern fashion’s most controversial luxury sneakers. Scott shared a photo of himself this weekend posing on a hotel rooftop wearing a simple white t-shirt, black jeans and a pair of COMME des GARÇONS PLAY x Converse sneakers. Chuck 70.
The “ CDG Chucks, ” a collaboration between the Japanese luxury house’s PLAY broadcast line and iconic American sportswear brand, once enjoyed a rather elated place in streetwear culture thanks to their affordable price. (at least compared to other designers or ‘hyped sneakers’) and an idiosyncratic and playful design.
In recent years, however, they have become outdated… Making Scott’s endorsement of the “people’s luxury sneaker” quite a surprising move.
His fans have mixed feelings about the sneakers. Some predict that thanks to Scott’s co-sign, sneakers could become more popular – and more expensive – again. One of them joked “CDG on the moon now”, parodying the catching cry of the current cryptocurrency boom.
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Others are not also sold on sneakers. Negative comments include “my boy in 2014”, “the man has millions of dollars and still dresses like a sophomore in high school,” “oh my god why would you wear that …”
Another predicted how dozens of fans could emulate Scott’s style: “So you’re all going to be wearing CDG chucks again because of Travis?”
It is true that Scott, like other members of the hip-hop pantheon like Kanye West, Frank Ocean and Drake, are huge style icons who have had a huge effect on modern fashion. They have a Midas touch when it comes to fashion, and it wouldn’t be surprising if CDG sees an increase in sales thanks to Scott’s endorsement.
Maybe Scott is late, or maybe he’s way ahead. Fashion is cyclical … Maybe the CDG Chucks will experience a revival?
Speaking of sneakers, Scott just teased the release of his next collaboration pair with Nike – the Travis Scott x Air Jordan 6 “British Khaki” – with an abstract teaser video starring former NBA player Richard “Rip. Hamilton.
Scott has produced a number of collaborative sneakers with Nike, including the Air Jordan 1, 4, and 6, as well as the classic Air Force 1. All feature a signature earthy color palette as well as military-inspired features, such as as storage pockets. and additional fasteners.
His new ‘British Khaki’ pair, which features rough suede construction and translucent tooling, are set to drop on Scott’s birthday, April 30 (this Friday). Keep an eye out for the Nike SNEAKRS for the drop if you feel like it.