Fashion had become boring. […] At that time New York businessmen had started wearing sneakers along with their suits. It was strange but also incredibly fascinating, a hybrid.” Yohji Yamamoto.
To call Rei Kawakubo “only” a revolutionary would be a gross understatement: she has literally single-handedly rewritten the meaning of the avant-garde in fashion, creating an entire stylistic universe that offers “Comfort to the wearer, but discomfort to the beholder”.
The lack of alternatives triggered a desire for diversification on the part of the consumer, who was naturally led to search for an alternative footwear brand, breaking away from the ‘usual’ market dynamics.
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