Social media has a massive part to play in ‘hype’ culture. Circulating imagery and videos on products over time has naturally built more awareness and constant exposure which is what creates the ‘hype’ in my opinion. I’ve had to check myself on several occasions and question whether I truly want an item or if I'm just buying into the hype!

New Balance, is the most desirable brand in the industry right now, in my opinion. They’ve been a huge player for me personally and I’ve definitely seen a huge boom in their marketing and general exposure. I think this was semi down to Teddy Santis coming in and bringing with him the recent rise of ALD as well. That and all the collaborations they’ve been churning out — they’re really pushing their reach and boundaries.



My love for trainers has grown gradually. With the way social media algorithms work, it’s at least partly down to exposure to this whole sneaker world. But I’ve also loved seeing so many different designs and elements of technology being incorporated into footwear. That, and I also spend a lot of time staring at my feet as I wander and mooch around day to day.

My most hype-y pair of trainers right now is most likely my Asics x Kiko Kostadinov Gel-Delva 1s. I managed to find a pair on eBay in mint condition and was thrilled. Let’s just say, if I had to save one thing in a fire, it would be these. 

Drops can be really frustrating. I remember trying so hard to get a pair of JJJJound x New Balance 990v3s in Olive but had no luck. I still go green with envy every time I see a pair out and about. 

Collaborations are an interesting one. Everyone seems to be doing it and as much as I absolutely love it, it’s also a super saturated market. Some of my favourites from the past year, however, would be the JJJJound x Asics Gel Kayano 14, any of the Kiko Asics, The Broken Arm x Salomon XT Quest 2 ADV or the CDG x Nike Air Max Sunder.

I never really got into the whole ‘buying to resell’ thing. I actually really hate that side of the industry. But when a pair I own no longer suits me, I’ll pass or sell them on. The last pair of sneakers I got rid of were my Salomon ACS Pro ADVs. I love the model but think they’re just a bit too aggressive for me.

Building my collection is more about enjoyment for me. It’s not so much about buying sneakers to ‘collect’ them or gauge if they’re a worthwhile investment or style in that way. if I don’t wear them or want to wear them, then what’s the point? I look for the brands I want to support which are particularly relevant now with so many collabs out there. 

An under-the-radar brand I’m loving is Mizuno. It’s definitely making a big comeback at the moment. I’ve seen and worn some super interesting silhouettes like the Wave Prophecy and the Waverider 10.

Bet on the underdogs. That’s my advice for anyone who wants to get their hands on drops. Go for lesser-known brands who will eventually see their come-up. Because with most releases these days, if you don’t have a connection to the seller or store, you aren’t winning. If you are buying second hand or at resale value, StockX is usually my first point of call, then eBay for older models.

I really don’t get the hype around Yeezys. That said, I do think we’re going to see a lot more of these ‘organic’ looking shoes around. Think rounder, more fluid silhouettes – similar to early 2000s wear.

Who should you follow for footwear inspo and knowledge? There are plenty of archival pages floating around Instagram at the moment. For example, @114.Index, @Organiclab.zip or @Curation.Technique.