Converse Rethinks Collaborations


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Converse, which will turn 110 next year, isn’t new to collaborations. Its signature silhouette, the Chuck Taylor All Star, is an ideal canvas for brands like Comme des Garçons or Missoni to recalibrate the shoe and reach a wider audience. But in 2017 there was a marked shift in the people, places and things that Converse began to align with. “This year we’ve been working hard to do a lot of great things that connect with our consumer and youth culture,” said Khobi Brooklyn, who was hired in May to lead the brand’s global communications team. “Sneaker culture has hit peak hype this year. There are a lot of collaborations across all kinds of brands and interesting executions and concepts. The skate lifestyle has become a big part of fashion, so it’s an interesting time.” Nike Inc. purchased Converse in 2003, two years after the Boston-based company filed for bankruptcy, and it has grown from $200 million to $2 billion in sales. During the 2014 fiscal year, revenue increased by 15 percent, and in 2015 it grew by 21 percent. But by 2016, revenue only increased by 2 percent. This can be compared to Vans, another heritage footwear brand that was purchased by

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