Superga have been around for over a hundred years, but nobody knew they existed until now. Can it be down to anything other than clever marketing, AKA manipulation? No. It seems they’re doing for plimsoles what Havaiana did for flip-flops and making a fat profit from people too scared to visit their local market, which is where you’re supposed to buy cheap shit!

In a post-war attempt to “bring high quality footwear to the people”, Superga’s production line went into overdrive and an Italian “icon” (laugh) was born. But surely standards have risen since the days of making-do? Evidently not. A rubber sole attached to a piece of canvas is, apparently, a fashion statement. If you’re worried you’re going to look like a suburbanite off to play a game of tennis, don’t fret. According to the makers, just like your favourite jeans, Superga’s can be washed to “create your own vintage look”. Aha! Now it all makes sense. I won’t just be paying well over a bottle for a pair of designer pumps (care of the Olsen twins or House of Holland), I get a free fashion tip too: TAKE HOME AND DESTROY. Come on people! Are we gonna stand for this? It’s a fucking plimsole! This is what me and the rest of the kids growing up on my estate begged our parents not to buy us!

This entry was tagged as plimsoles, superga.