Dior x Air Jordan 1 High “Air Dior”

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Dior x Air Jordan 1 High “Air Dior”
Object date 6.25.2020
Place of Origin Beaverton, OR, USA and Paris, France
Designer Jordan Brand and Dior
Manufacturer Dior (made in Italy)
Materials Premium leather from Italy (upper), rubber and EVA (soles)

by student Joosep Laht

The Dior x Air Jordan 1 sneaker is a quintessential example of how subcultures enter the mainstream to die. The collaboration represents changes in both of the cultural spaces where these brands operate.

The Air Jordan 1 from 1985 is often considered the birth of sneakerheads, a subculture that in recent years has grown both in popularity and money to become an international, multi-billion-dollar business (Thompson, 2015).

For Dior and high fashion this is a shift in what is considered luxury, who are the creators and who are the consumers.

A single shoe represents both the rise and fall of a subculture. A $65 basketball shoe has been turned into a $2,000 luxury shoe that by design is unobtainable for the demographic that gave it meaning beyond its function (StockX, n.d.). The original Air Jordan 1 was the beginning, the Dior x Air Jordan 1 is the end.

Thompson, R. T. (2015, April 2). The footsy index: how sneakers became very big business. Financial Times. https://www.ft.com/content/b3ea93b2-d48d-11e4-9bfe-00144feab7de

StockX. (n.d.). Jordan 1 Retro High Dior. Retrieved December 10, 2020, from. https://stockx.com/air-jordan-1-retro-high-dior