We talked with Skepta about his new Nike collaboration
#SkAIR, London realness and Morocco
Fashion
August 31st, 2017
August 31st, 2017
In the last few years, we have seen Joseph Junior Adenuga, best known as Skepta, grow in front of our eyes. The entire editorial staff of nss has always been a huge fan of him, and we have carefully followed the musical and personal advancements that have led him to become a major figure in Europe first and then worldwide - also thanks to his successful album Konnichiwa, his presence on Drake's More Life and his MAINS clothing line. Not even the controversy of a hypothetical plagiarism against a young photographer has stopped his ascending star.
His bold aesthetic based on a few key pieces and his attachment to a nearly forgotten London realness made him the ambassador of the revival of grime music crowned by nonetheless Nike - that in East London more than just a brand is a true worship - who chose to collaborate with him on a new Nike Air Max 97 version: the Nike Air Max 97 Sk. The Nike Air Max 97 Sk is based on the fusion of London and Moroccan culture, home-away from home of the grime artist, whose Arabic infusions dominate the details of the upper and the outsole.
On the occasion of this last, long-awaited Nike collaboration, we had a brief phone conversation with Skepta and asked him some questions to know more about what this project meant for him.
ON WHAT HE FOUNDS INSPIRATIONS IN
I take inspiration from just life. Everywhere, when I travel around, when I look around I'm inspired by what happens around me, by the people I meet and the life they do. I wanted to create a shoe they could wear everyday.
ON NIKE INFLUENCE ON EAST LONDON
It sets its roots from playing and running around in the street, from kicking the ball and playing games... then when life gets more serious we start to understand that comfortable shoes are serious for the the real part of life, of who we are.
It's important to wear comfortable shoes when life gets rough.
ON NIKE AIR MAX CONNECTION 97 TO LONDON
It’s love, it’s pure love and magic, I don’t think anybody can explain it. Everyone has its own story, that love they felt when they first see the shoe, the air back... It is something that cant’be told with words. Is more an experience than just a shoe.
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ON HIS PERSONAL LOVE STORY WITH NIKE AIR MAX
I used to sleep with my shoes on when I was like ten, I couldn’t help but wear them every moment. They were very expensive and I loved them I literally couldn’t stop wearing them. It's always been more than a shoe for me... that was the first shoe I ever saved up money for and I wanted to bring its magic to this 97's.
ON WHO SHOULD WEAR NIKE AIR MAX SK
Everybody! This model is designed for everyone. I wanted more people possible to have and love this shoe, that's also why I wanted the price to be affordable. I would like people in London to remember the winter 2017 as the winter of the SkAIR as when I was younger and used to remember the seasons by the shoe I was wearing.
ON WHAT NIKE AIR MAX 97 SK SAYS ABOUT HIM
That I am a bit weirds (laughs) I put a lot of attention to detail, really a lot. Morocco has been a huge inspiration for me, its style reminded me of Nigeria: the way people wear such casual and practical clothing, the embroidery on the clothing... so I wanted to introduce embroidery to the streets by adding this suntuous detailing on the shoe.
WILL GRIME CHANGE?
When the shoe comes out.
