article taken from smh.com.au
Parents are breathing a sigh of relief as the classic Dunlop Volley canvas sports shoe makes a comeback against its more expensive competitors.
Gone are the expensive, high-tech, designer trainers that were the must-have shoe for teenagers only a few years ago. Making a return to the hippest feet is the humble Dunlop Volley.
Bolstered by teens wanting to be trendy at school, sales of the Volley, in all its white with blue-trim glory, increased by more than 50 per cent in the past financial year.
"It's all about kids wanting to wear the $30 shoes with the $400 jeans," said Andrew Savage, general manager of Dunlop Sports, Footwear. Part of the appeal, he said, was that the brand didn't advertise.
"That's been one of the keys to it. Once again it's that subculture thing, not something that's slapped in their face. It goes through the playgrounds, schools and pubs like wildfire."
The shoe, created in the 1930s, also appeals because of its retro style.
"What was old is now cool again," Mr Savage said. "A lot of kids go home wearing them and their parents are like, 'What are you doing in Volleys?"'
Seton Kidd, footwear business manager at Rebel Sport, said the shoes were also loved by "dads who can't get out of flat shoes" and labourers. Mr Kidd reported "consistent double-digit growth over the last few years" at Rebel Sport.
He said the shoes have "had a resurgence off the back of Chuck Taylors [Converse] coming back in".
"They've been around for so long, they're an Aussie icon, so they're cool."
"Parents have a connection with the brand and want their mini-me to wear them," Mr Savage said.
But for the driving force behind their renewed popularity, the 10- to 18-year-olds, it's all about what's cool at school.
Angus Killen, 13, from East Blaxland, owns three pairs of Volleys.
Angus wears a blue pair with laces to play cricket and footy and has a white and black pair and a brown pair of checkered loafers to wear out.
Gone are the expensive, high-tech, designer trainers that were the must-have shoe for teenagers only a few years ago. Making a return to the hippest feet is the humble Dunlop Volley.
Bolstered by teens wanting to be trendy at school, sales of the Volley, in all its white with blue-trim glory, increased by more than 50 per cent in the past financial year.
"It's all about kids wanting to wear the $30 shoes with the $400 jeans," said Andrew Savage, general manager of Dunlop Sports, Footwear. Part of the appeal, he said, was that the brand didn't advertise.
"That's been one of the keys to it. Once again it's that subculture thing, not something that's slapped in their face. It goes through the playgrounds, schools and pubs like wildfire."
The shoe, created in the 1930s, also appeals because of its retro style.
"What was old is now cool again," Mr Savage said. "A lot of kids go home wearing them and their parents are like, 'What are you doing in Volleys?"'
Seton Kidd, footwear business manager at Rebel Sport, said the shoes were also loved by "dads who can't get out of flat shoes" and labourers. Mr Kidd reported "consistent double-digit growth over the last few years" at Rebel Sport.
He said the shoes have "had a resurgence off the back of Chuck Taylors [Converse] coming back in".
"They've been around for so long, they're an Aussie icon, so they're cool."
"Parents have a connection with the brand and want their mini-me to wear them," Mr Savage said.
But for the driving force behind their renewed popularity, the 10- to 18-year-olds, it's all about what's cool at school.
Angus Killen, 13, from East Blaxland, owns three pairs of Volleys.
Angus wears a blue pair with laces to play cricket and footy and has a white and black pair and a brown pair of checkered loafers to wear out.
.jpg)
No comments:
Post a Comment