Birthing some of the most important footwear silhouettes the world has ever seen such as the Chuck Taylor All star and the One Star, it’s unlikely that you haven’t already heard of Converse. The legendary sneaker brand has been worn by all the cultural icons you can think of over the years and you don’t have to walk far down any street to spot a pair out in the wild. What you may not be aware of however is just how expansive and rich the brand’s history is, and that’s why here at The Sole supplier we’re about to delve into the archives and tell the fantastic story behind this brand.

From humble beginnings in 1908 right through to international stardom and high-heat collaborations, strap yourself in as we prepare to explore the history of Converse through it’s epic journey to becoming a globally-recognised label.

Image via Converse
I primi anni

The story of Converse begins in Massachusetts, USA well over a century ago, as an individual named Marquis Mills Converse founded the label, The Converse Rubber shoe company in 1908. Originally, the brand specialised in creating galoshes, a specific type of waterproof overshoes made of rubber. By 1910 Converse realised that the market for galoshes was limited and began to create sneakers. It continued to use rubber for the sole sections of the sneakers and opted for a fabric upper, with pairs only produced in a natural brown colour. These didn’t exactly take off at first, as at the time the general public didn’t have a need for such shoes.

By 1915 the brand started to shift its focus onto creating athletic footwear, and more specifically basketball sneakers. The original sneakers had now evolved significantly and were referred to as the “Non-Skid”, starting to resemble the Converse high-tops we all know and love today. In 1920 Converse debuted another further-developed rendition of the sneakers that became known as the “All Star”, developed specifically for basketball players.

Image via BBC
Chuck Taylor and the All Stars

In 1921, a semi-professional basketball player known as Charles “Chuck” Taylor joined the team at Converse as a part-time salesman. little did anyone know that he was about to become one of the most influential members of the team. By 1922 Chuck’s driving force for innovation was already beginning to show, as he suggested several improvements to the All star to improve flexibility which were immediately taken on board, with the sneaker being renamed the “Converse Chuck Taylor All Stars” – a name that is still used today. Taylor also went on to manage Converse’s first official basketball team, titled the Converse All Stars.

Chuck Taylor continued to prove himself as an incredible asset to the brand as he single-handedly travelled around the USA promoting the sneakers, which became so successful that Converse even incorporated his name into the new logo. By 1936 the Converse All star became the official sneaker of the American Olympic Basketball team, where it remained until 1968. They also became the official training sneaker for the American military throughout WW2.

Image via Converse Japan
A splash of Colour

Post world war II, Converse continued innovating with new ideas, launching the All star in an all-black variant that was instantly a popular choice. By 1957 Converse made up for over 80% of all sales in the basketball sector, but things were about to get even bigger, as the brand launched their sneakers in an array of different colours as it prepared to enter the world of mainstream fashion. icons such as James Dean and Elvis Presley adopted the sneakers as reliable wardrobe staples, propelling sales to the next level.

1969 saw Chuck Taylor sadly pass away from a heart attack, however his legacy continued to thrive as an upgraded version of the All star launched that same year, offering up premium material such as leather and boasting a refined silhouette. Throughout the early 1970s Converse launched several brand-new silhouettes, all of which remain popular today: the Jack Purcell, the One star and the pro Leather.

Image via NCAA
Michael Jordan & Micheal J Fox

As the 1970s drew to a close, Converse continued to prove itself to be a force to be reckoned with in popular culture. The world of rock music had developed a love for the All Star, with legends such as Robert plant (Led Zeppelin), The Sex Pistols and The Ramones all opting for it as their sneaker of choice. the best was yet to come however, as in 1983 Converse launched a brand-new basketball sneaker named that Fastbreak that was worn by none other than Michael Jordan in the last season before his Nike sponsorship. He even wore them during the Olympic finals, in which team USA took the gold medal.

The cult classic movie Back to the Future launched in 1985, with Michael J Fox pictured in All stars for much of the movie. While at the time Converse seemed immovable, shortly after Nike unveiled the Air Jordan 1, Michael Jordan’s brand-neW Signature Basketball Shoe. Alla fine, questo è stato l’inizio della fine per converse sneaker nel basket professionale. Negli anni seguenti, le vendite sono cadute e tutte le stelle non erano più la sneaker preferita per i baller, anche se il loro fascino unico nel mondo della moda li ha mantenuti in vita, con nuove star come Kurt Cobain e Hip Hop di Nirvana hanno optato per All Stars Durante gli anni ’90.

Immagine tramite Nike
Nike Takeover

I primi anni 2000 sono diventati uno dei momenti più difficili per Converse, poiché le vendite hanno continuato a cadere, nonostante l’All Star fosse ancora una delle sneaker più riconoscibili del pianeta. Nel 2001 la concorrenza è diventata troppo, con il marchio che ha presentato bancarotta. Mentre sembrava che potesse essere tutto finito, nel 2003 l’ex Nemesis Nike di Converse ha salvato la giornata acquisendo il marchio per circa $ 305 milioni e respirando un nuovo contratto di vita nell’etichetta, sperando di spingerlo ai suoi ex giorni di gloria.

I primi anni 2000 erano ancora una lotta per Converse, ma sostenuto da Nike riuscì a attraversare e riguadagnare parte della sua popolarità, con tutte le stelle che venivano anche indossate da Will Smith nel popolare film I, Robot. Nel 2008 il marchio ha lanciato una nuova campagna di marketing intitolata La “campagna di connettività” che ha giocato sulla popolarità delle sneaker nella musica alternativa. Annunci con Billie Joe Armstrong di Green Day e Sid Vicious of the Sex Pistols, promuovendo il concetto di individualità.

Immagine via End
Collaborazioni

Mentre ci avviciniamo ai giorni nostri, è difficile non menzionare il successo delle centinaia, se non migliaia di collaborazioni lanciate dal marchio Converse. Il 2009 ha visto l’etichetta unire le forze con nientemeno che Comme des Garçons suonare per la prima volta, debuttando le sneaker ora iconiche che portano il logo dell’amore istantaneamente riconoscibile. Nel 2013 la Nike era cresciuta da una società in bancarotta in una valutata a $ 1,4 miliardi, con l’etichetta ora riposizionata come marchio di stile di vita leader.

Le collaborazioni hanno continuato a venire duramente e veloce, con artisti del calibro di Kith, Off-White, Coca Cola, Carhartt Wip, Tyler il Creatore e molti altri che si uniscono alla famiglia Converse. Sebbene non sia sempre stato facile per Converse, è sicuro dire che il marchio è riuscito a rimanere rilevante per oltre 100 anni, dimostrandosi come una forza da non sottovalutare nel settore delle calzature.

Converse si sono cementati saldamente nella scena dello streetwear e sono arrivati ​​a rappresentare molte sottoculture nel corso dei loro anni. Dal dominare l’NBA all’essere visto sui piedi di musicisti e skateboarder negli anni ’90, anche ora non puoi sfuggire alla portata del Converse. È un marchio intriso di storia ed è davvero un’icona del settore.

Resta bloccato proprio qui all’unico fornitore per tutti gli ultimi aggiornamenti e notizie nel mondo delle sneaker e altre storie epiche come questa!

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