On Thursday, Converse did something they haven’t done in nearly 100 years: introduce a new Chuck Taylor All Star.
Chucks are arguably the most iconic shoes in the world, with over one billion sold all time. People wear it doing just about anything from walking the dog to working out to getting married. The shoe is nearly a century old, yet it still feels like a teenager.
“The Chuck Taylor has evolved to become more than just a sneaker, it’s an idea and a launch point,” Jim Calhoun, Converse President and CEO, said at the global launch in Boston. “We wanted to take that idea, that premise, and add more to it, expand on it.”
Listening to consumers, Converse wanted to retain the core DNA of the Chuck while adding and upgrading features, abiding by one rule: “Don’t fuck up the Chuck.”
After two years of design and testing, the Chuck Taylor All Star II was born.
“The Chuck Taylor All Star II will move our brand forward in creativity and innovation, ushering in not just a new sneaker, but a new way to unleash the creative spirit for consumers all around the world,” Calhoun said.
In a darkened warehouse on the waterfront of Boston’s harbour, Converse held a media launch party, simple called “II.”
Here are a few of the features of the new Chuck II:
When Converse sold to Nike in 2003, a lot of tech came into the mix. Today, we see that in the Lunarlon sock liner, a soft foam core making the shoe so much more comfortable.
Rather than just the simple piece of floppy fabric, a thick, padded non-slip tongue hugs the ankle and instep.
The perforated lining will help the shoe breathe after long periods of wear.
The Chuck Taylor II will be available on Tuesday, July 28 retailing at $75 for the low-cut and $80 for the high-top. Both versions come in black, white, salsa red and sodalite blue. You’ll be able to find them at: Little Burgundy, Foot Locker, X20, Get Outside, Neon, Gravity Pope and Baggins.