Dior x Air Jordan 1 High “Air Dior”
|Dior x Air Jordan 1 High “Air Dior”|
|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