There was a time when sneakers and luxury were the two ends of a spectrum; like chalk and cheese, never on the same page. But the story today is revamped with the changing face of retail and resale. Iconic New York retailer, Bergdorf Goodman has teamed up with digital footwear shopping destination GOAT, the result of which is for all to see. The collaboration brings us a new physical, sneaker installation during New York Fashion Week; one that will focus on rare sneakers with outrageous price tags. Bruce Pask, men’s fashion director said, “With this exclusive partnership, we hope to provide an elevated shopping experience for Bergdorf Goodman’s clientele, where they can experience in person some of the rarest and most coveted sneakers in the world.”
It has been confirmed that the two pairs featured will be the Chanel x Pharrell Adidas NMD Human Race Trails ($16,400 USD) and the Back to the Future Air Mags ($47,250 USD). Both companies seem to see this booming trend and current importance of sneakers in luxury fashion, and they hope to amplify the trend by merging their different business models together in one space. This is one of those cases where seeing is more fun than touching (or wearing).