Rihanna is back on the Samba wave with A $ AP Rocky & Everybody Else

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One could easily idealize 2017 before the pandemic as a much happier time, but it would be remiss to call it the golden year when you consider Brexit, the inauguration of Donald Trump and the emergence of Post “Posty” Malone. .

That same summer, I wrote my very first trend report for Highsnobiety: a cruel but passionate piece stating that the adidas Samba is the shoe of the summer. As the second best-selling sneaker of the Three Stripes, the five-sided GOAT (and the skateboarding icon under the radar) has never really been “out”, so it can’t be exactly “in”, no ? Of course, although we see him popping up in celebrity paparazzi galleries lately.

On Sunday, Rihanna was timed with a pair of Sambas, joining Frank Ocean, A $ AP Nast and, of course, her boyfriend A $ AP Rocky on the list of style thoroughbreds to have worn the model in recent months. It was Rocky who was chosen as the ancestor of the shoe’s big comeback, but bring your mind back to 2015 and you will remember the former Creative Director of PUMA rocking them first. That’s right, while you were camping outside in sub-zero conditions trying to grab a pair of aware YEEZY Boost 750, the Queen of Barbados was at home, basking in the warmth, perhaps applying a suede protector to her reasonably priced, trend-resistant shoes.

That the Samba caught fire again is curious for several reasons. First, he doesn’t have a rock-bottom campaign behind him. When adidas rebooted the Stan Smith line, it took them out of circulation altogether before sending tailored pairs to carefully selected influencers ahead of the shoe’s 50th anniversary. Likewise, when Nike made an unsuccessful attempt to bring the Cortez back in 2016, it enlisted the services of Bella Hadid for a shoot that was huge, even by their lofty standards. Despite a few high-profile collaborations, Samba’s triggering of the style conversation seems more natural, even though there has been a certain degree of planning: for example, the brand has certainly started giving freebies to cast members. industry over the past year.

Second, like Campus or Trimm Trab, Samba has always been a resolutely European institution. Its history on the terraces and with the British working class is well documented, so why after 70 years has it become a hit among the cool kids? When I wrote the aforementioned report four years ago, that was around the same time Virgil Abloh was releasing “The Ten” and Sean Wotherspoon stepping out in his highly sought after Corduroy Nike Air Max 1/97. The sneaker secondary economy had frankly lost the intrigue, and you could either go about it or opt out altogether. Little has changed. Maybe people are finally tired of playing around with apps and raffles for shoes with a built-in expiration date that they don’t really need in the first place.

As former Highsnobiety editorial director Jian DeLeon reflected in our quarantine white paper last year, “[Shoppers] have been sick of the hype, and now they are fed up with the hype. “That applies to both the regular Joe on the street and the singer in the Hollywood Hills. The Samba’s status as a model of longevity is as much a draw as its pared-back, goes with any design. In other words, the legacy is hot. That Jonah Hill’s enough collaboration falls a bit flat isn’t really surprising. Why try to improve on perfection? See also Raf Simons’ Stan Smith who ended up go to markdown.

Despite so many recent approvals, the Samba has too much cachet to fall foul of overexposure. Think of it as timeless, just like Rihanna.

25% extra discount on all urban fashion items end of summer2021

25% extra discount on all urban fashion items end of summer2021

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Samba vegan sneakers

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(Available at 3 merchants)


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