The Evolution of Concepts: Unveiling the Nike Air Max 1 ‚Mellow‘

In the dynamic world of sneaker collaborations, Concepts stands out as a trailblazer, consistently pushing boundaries and defying conventions. Their latest venture, the Nike Air Max 1 ‚Mellow,‘ takes a nostalgic journey back to the summer of 1969, blending the past with the present to convey essential socio-political messages. To delve deeper into this innovative release, we sat down with Deon Point, the creative director at Concepts, to explore the inspiration, design process, and the revolutionary ‚Flower Power‘ energy behind the Air Max 1 ‚Mellow.‘

The Roots of Inspiration

Concepts prides itself on thinking beyond conventional limits, and the Air Max 1 ‚Mellow‘ is a testament to this ethos. To understand the genesis of this unique collaboration, we asked Deon Point about the inspiration behind the design.

„We wanted to tap into a lineage of culture-shifting youth culture from the birth of Nike in the 1960s, through its design revolution in the 1980s, and from 2000s story-centered collaborations through to our current era. It is all about honoring how design, style, music, and community can send a message to the world,“ Point explains.

Crafting the Narrative: The Design Process Unveiled

Every sneaker collaboration has a story to tell, and the Air Max 1 ‚Mellow‘ is no exception. Point provides insight into the meticulous design process undertaken by Concepts.

„Once we’ve established a starting point, it is important for us to research. We started during the first half of 2020 when the Black Lives Matter movement was at its peak globally. Amidst other things like social, political, and cultural shifts (especially among the youth), we took what we were seeing and wanted to tell that message with references to history and where similar shifts have occurred.“

The team at Concepts immersed themselves in the visuals of the past, collecting images, studying ephemera, and dissecting fashion details. The result? A narrative that weaves together elements of history, fashion, and cultural shifts.

Flower Power Revival: Why the 1960s?

A pivotal question arises: Why did Concepts choose to revisit the ‚Flower Power‘ revolution of the 1960s? Point takes us back to the roots of Nike and the Air Max 1’s initial launch.

„When the Air Max 1 first dropped, alongside a few other models that also exposed Nike Air, the related ad featured a snippet of The Beatles’ Revolution. The design of the shoes, we all acknowledge now, were super radical. It became one of the models that really rooted Nike’s irreverence.“

Concepts delved into the birth era of Nike, intersecting with a vibrant time in youth culture. The 1960s, a period of immense social change and burgeoning street style, served as the perfect backdrop for the ‚Mellow‘ project.

The Tapestry of Materials: A Symphony of Diversity

One of the distinctive features of the Air Max 1 ‚Mellow‘ is its eclectic material selection. Point sheds light on the sourcing process and the collaboration with Nike.

„Nike has always been an incredible partner to Concepts. We’ve been privileged to use some crazy materials in the past, and this project was no different. Together, we were able to find the right denims, velvets, and cords. But, we also custom created a print fabric that approximates the guitar straps favored in the late 1960s.“

The uniqueness of each pair lies not only in the materials used but also in the craftsmanship, ensuring that no two pairs are alike.

The Air Max 1 Choice: A Triumvirate of Reasons

Why did Concepts opt for the Air Max 1 as the canvas for their expression? Point breaks it down succinctly.

„Several reasons. First, the shoe is reaching a milestone anniversary. Second, it is one of my favorite silhouettes. Third, Woody wore them in Cheers.“

The choice of the Air Max 1 serves as a nod to its iconic status, a silhouette that has stood the test of time and cultural shifts.

Unveiling the Package: Marching into a Long Month

As we eagerly anticipate the launch, we inquire about special packaging. Point leaves us with a teaser, „Of course! We worked with Nike on the custom box and have a few more things in our back pocket. March is a long month.“

In conclusion, the Concepts Nike Air Max 1 ‚Mellow‘ transcends the realm of sneakers, evolving into a cultural artifact that encapsulates the essence of the 1960s while resonating with the challenges and triumphs of the present. Concepts continues to prove that their creations are not just sneakers; they are conduits of stories, messages, and a celebration of cultural evolution.

For more on Concepts and their innovative designs, explore five of their most scrumptious food-inspired sneakers ever!

*Note: This article is an exploration inspired by the interview with Deon Point and the source material from Sneaker Freaker.*