The level of cool in the sneaker industry has gone through the roof recently. With the emergence of ATHLEISURE as a trend, guys and girls alike are going crazy for limited editions and sports wear that can rival a pair of Jimmy Choos or an All Saints jacket.
On a recommendation, we were directed towards KITH in NYC Soho. The sneaker store on its own is legendary but it just got extended to adjoin the adjacent apparel store. And what a environment! Super slick, white installation-like space with sparing visual merchandising and subtle art pieces with everyday objects. From all white sneakers en masse to white, grey and black pencils used to make mesmerising works of art, this feels more like a Jil Sander store than an urban sportswear brand.
But, and there's a big but. As cool as it was, it was possibly the most disappointing stores we visited. It was the only store we visited in NYC that had staff that just didn't care. They were too cool for school and as such totally spoilt the experience. A real shame but it just goes to prove once again....you can design the best space in the world but if the staff don't live and breath the essence of the brand and make people welcome, forget it. Save your money, go on a spanking holiday and start something else instead.
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