History will be kind to me for I intend to write it.
This is what I like about fashion. The storytelling. Reebok is behind this one in particular. They teamed up with The Rig Out which is a creative agency that has a biannual publication as well. I am not a large fan of Reebok. When I was a kid there was the big three. Nike, Adidas, and Reebok for athletics. Then sometime during my childhood Reebok disappeared. Not sure what happened to them, and then out of nowhere one day, they returned. However during their absence I lost all fondness for the brand. When people in my high school started wearing the all white Reebok classics lows I wanted no part of them. Like an estranged father they abandoned me during my time of need, and when they returned I wanted no part of them. My affections were no more. I do really like this video from my once absent parental. From the title I knew it was going to be good. A play on words of their staple collection Reebok Classics, ‘Give Me Your Classics And I’ll Show You The Future.’
The are telling the history of the UK. How things used to be. How it used to be a nation of industry, and a nation of music frontrunners. It is a great parallel. Showing how things have changed, how times have changed in the nation. The youth are different, their ways are different however no matter how divergent the youth’s product is, it has to be built on the foundation of the classics. Whether they run from their history or imitate it, it is characterized by what once was.
I love using fashion and media as a medium to tell stories like this. Don’t make it about the clothes, make it about something more. In this video they made the shoes, the culture to be the story of England. Engrained in it’s roots. Whether the brand or the products are or not is irrelevant. The are bridging the gap between the company, and the consumer. There are so many lines of this video that resonate with me and I am not British, nor have I ever owned a pair of Reebok classics. They were able to capture a mindset. The rebellious youth who have always been told how things were. How things were better, how they should have been there. Then they give the challenge that we can make things better, we can make our own story.
This is what I try to do myself with every collection. Make it about more than the clothes, more than product, I feel inspired.