This monograph tells the story from the point of view of an outsider, retracing the most significant stages of his career, which inevitably intersect with the history of streetwear, with the birth of the Hyperbeast phenomenon, Campouts and reselling.
With archive sketches, drawings and previously unpublished photographs, as well as contributions from Hiroshi Fujiwara and Futura, the book reveals the grit and determination that allowed Jeff Staple, born of humble beginnings in New Jersey to parents who emigrated from China, to become the owner of a world-famous brand.
“Not Just Sneakers” is composed of almost 300 pages of references to design, streetwear, music and the most incredible releases in the history of Sneakers Culture: an indispensable volume for lovers of Sneakers, Streetwear and Design.
The book opens by showing Jeff‘s humble beginnings, from his financial straits to the need to juggle a variety of jobs in order to pay for his studies to become a graphic designer, and then work as a graphic designer in a NY publishing house:
Not just Sneakers shows us notes and early sketches of a 16-year-old Jeff Staple intent on believing in his dream and doing everything he could to make it a reality.
Later chapters cover the making of the Staple and Rad brands, with a separate mention for 1997, when Jeff’s life suddenly and accidentally changed.
He walked into a New York City boutique wearing a T-shirt he had printed during his screen-printing course at the Parsons School of Design: what had started as a small line of handmade T-shirts grew organically and began to gather a large following in New York.
In 2005 Staple was asked by Nike to create a special commemorative trainer representing New York: the Staple Pigeon Dunk SB, one of the releases considered a milestone in Sneaker Culture, which gave birth to the first Campout in history and the reseller phenomenon.
The Author: Jeff Ng aka JeffStaple
Designer Jeff Ng, aka Jeff Staple, needs no introduction. Founder and designer of the pioneering apparel brand STAPLE, founder of the creative agency Reed Art Department (RAD) and creator of the iconic Nike Pigeon Dunk SB; with his charisma, style and influence he has shaped the world of streetwear fashion and sneakers culture as we know it today.
It was while writing the foreword to Fujiwara‘s book that the designer became passionate about writing; from there, Not Just Sneakers began to take shape:
“I didn’t want to make a catalogue. I wanted to do a book that showed a little bit of the backstory of who I was, how I started, what the processes were to get to where I am today.”