The last decade has seen a huge shift in how sneakers are worn. Donning a
pair is no longer frowned upon in the workplace or on more formal
occasions. Even British etiquette experts Debrett’s have given their seal
of approval, deeming them socially acceptable for smart casual occasions.
The continued dominance of the athleisure trend has had a significant
impact on the growing sales of sneakers – along with the pursuit of
comfort. This only grew more during the pandemic as lockdowns made people
further prioritise comfort, which resulted in a rise in sales of
loungewear, athleisure and flat shoes, like sneakers.
As such, sneakers have moved from the niche to become coveted as
fashionable objects. Footwear is now the biggest selling category in the
online luxury market and sneakers have made a significant contribution to
this growth. High fashion brands from Gucci to Balenciaga are setting the
pace in the luxury sneaker market. In 2017, Balenciaga’s Triple S became
the biggest seller in the luxury sneaker market and its popularity seems
unstoppable. To understand how the sneaker has emerged to become a
footwear phenomenon, it is important to trace its legacy from function to
cultural icon.
Learn more