Fashion & Beauty

Kickers Class of ’50

The iconic brand celebrate their 50th anniversary with an ode to the British classroom.

Whether it was at school or for the office, at some point you’ve likely wanted a pair of Kickers! So it’s no surprise that this sturdy brand has stood the test of time – in fact, they’re celebrating their 50th anniversary this year! 

To mark the occasion, they’ve teamed up with their Class of ‘50, a group of young creatives who are at the forefront of their respective industries, including Milo Harley and Ned Membery of Dukes Cupboard and Ollie Olanipekun of Future Impose. Also included is Leanne Elliot Young of the Digital Institute of Fashion. 

On being part of the campaign, she told HUNGER: “ “It was wonderful to be apart of this ‘Class of 50’, for a multitude of reasons; taking a moment to consider objectively what 50 years could actually look like regains the burden and the weight of that responsibility, to then hark back to the nostalgia of mini-me, sat in a class and the thoughts I had then on what the future could be and what it could look like was a really cathartic pleasure, there is a lot of work to do, and campaigns like these that consider and provoke a collective responsibility for the future are important for progression and active change.”

“My POV is that we all need to be looking into the distance and planning; activity, vocally and practically as things are not working, the archaic structures are still in play, accountability and legislation still are not here, this echoes the sentiment of why we set up Institute of digital fashion and the work we deliver; to push beyond the traditions and create a new future, one that is diverse, inclusive and sustainable. It’s our collective responsibility to build this new future!”

Ryan Lanji, founder of  East London’s queer Bollywood Hip Hop night Hugama added: “I love the range of talent included in the Class of ’50, it’s so important to showcase a variety of industries. With everything that’s happened this year, it’s never been more important to hone your creative craft, study it hard, and understand it inside and out – so that when the world opens up again you need to hit the ground running and show everyone what you’re made of. You can, you will you must… our creative industries are endangered, so work smart not hard and MAKE ART.”

The campaign has been lensed by Rosie Matheson, who also appears in the campaign and captures a true ode to the British classroom. The launch of Class of ‘50 coincides with the unveiling of the Kickers 50th Anniversary Pack, which is made up of three limited edition styles launching today (9th November 2020).

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9 November 2020