-By Pratyasha Sarkar
On Thursday, Skechers announced a relationship with The Rolling Stones. Bravado, the business that handles merchandise and brand management for Universal Music Group, helped the two organisations create a line of trainers and slip-on shoes.
On a collection catering to both men and women, the pieces feature the band’s iconic tongue emblem (in single or repeat motifs). On the laces of one shoe are lyrics from a song.
The continued success of Rolling Stone apparel, as well as the band’s flagship store on London’s Carnaby Street, is a testament to both the group’s persistent popularity and to how band apparel has grown increasingly significant to the fashion industry in recent years.
This month’s Flannels X Beyoncé pop-up on Oxford Street and Elton John’s recent takeover of Selfridges Corner Shop are two further instances of how band and tour merch—some of it priced in the premium range—is about more than just mementos.
Regarding Skechers, the comfort-focused company has a history of collaborating with singers. Ringo Starr, Britney Spears, Christina Aguilera, Snoop Dogg, and Doja Cat have all marketed footwear collections.
What about the new collection, then? It has been released just at the RS No. 9 Carnaby location and has the contemporary Skechers Uno, canvas slip-on, lug, and cup sole styles. On June 22, stores in the EU and the UK will follow suit. The product will also be sold in retail establishments all around the world and online at the Skechers website.
The Stones have persisted for six decades unlike no other, rebelling, winning, and being heard by billions. According to Skechers president Michael Greenberg, almost every adult on the planet is familiar with their recognisable emblem.
