After the surge in the 50’s the brand fell out of the mainstream. But in the last decade, Converse made a move to re-release more classic styles, with a campaign that mirrored the independence it preached in the 50’s. The success was likewise. Chuck Taylors or “Chucks” blew-up. Chuck Taylors are once again the shoe of the independent. Recognizing this, Converse encourages customers to design their own customizable pair. Chucks have become as independent as their wearers.
Chucks Taylors are a statement of self-expression. Reaching beyond the options on the website, many artists have taken to using the shoes as a canvas. These creative cobblers have fostered a new market; making custom made chucks a modern fashion movement. Design topics reach all across the board. Punk Rock enthusiasts adorn their chucks with song lyrics, band names and musician portraits. Lovers of billiards or bowling add 8 balls, pool tables, bowling pins and score cards. Sports fans show off their favorite teams, mascots and players. Because the shoes are so blank to begin with, the possibilities for customization are endless. The shoe has strayed far from its basketball fame, but hasn’t sacrificed any of its independent personality.
The customization surrounding chucks has given them a distinct artist appeal. No longer the shoe of hoops stars; the Converse Chuck Taylors have become the footwear of choice for a new crowd of independent spirits.