to refer to the shoe model “chuck taylor all star“ as just a sports sneaker comes close to an insult. the “phenomenon“ of today’s global lifestyle brand converse is an extremely complex one. until a brand or product reaches such a status, it takes a multitude of events, stories, and especially a constant focus on the future.
like in many cases, the success of their product did not start as a fashion trend, but as a genius idea with a functional background. when marquis m. converse founded the “converse rubber shoe company“ in the us state of massachusetts exactly 100 years ago, he produced rubber boots, brogues and winter-proof shoes for ladies and gentlemen - the right products for the america of his time. the basic concept of marquis m. converse: “people are looking for good, functional footwear for their everyday lives, so i’ll develop suitable products for them.” the big turning point in the company’s history came in 1917, when the basketball shoe ”converse all star“ was launched on the market. after the presentation of the shoe with the star, made from linen and rubber, the popular basketball player chuck taylor contacted converse. he said that he used the shoe, but that it was not quite ideal for playing basketball and should be improved. management answered that they would like to improve the shoe, but only if taylor would work for the company and contribute to its improvement. chuck taylor agreed, and thus became the “missionary“ for the label. in the following years, chuck taylor motivated youth all over america to play basketball and triggered a real boom – which has continued to this day. at the same time, the shoe model’s continuous quality was anchored in people’s minds. taylor also sealed his belief in the “all star“ with his signature on the shoe - a legendary signature that to this day graces the patch of every all star model and has become a global symbol for the eternal brilliance of authentic quality.
with a mixture of rebellious attitude and a high coolness and fun factor, the us shoe brand has found a place in many hearts and lifestyles over the course of the past decades. the spirit, the style of the label has become their own trademark for countless musicians, artists, skaters, surfers and individualists. converse is cult, it conveys authenticity and individualism. the product line has meanwhile been expanded to include textiles as well. converse stands for products that fit every personality and lifestyle, and that make a visual statement for independence.
the fashion trend prognosis for the next 100 years: t-shirt, jeans and converse shoes – happy birthday!