How Converse is making music work for their brand
For many years Converse have sought the world’s most prominent designers for the prints on their iconic Chuck Taylor All Stars, but it’s Converse’s latest collaboration that we’re the most excited about.
Designed and developed by technology fashion house Cute Circuit (whose previous clients includes Katy Perry and U2), Converse have recently unveiled the Converse All Wah, featuring a guitar pedal encased inside the sole of the shoe.
Utilising a “micro-sensor” technology that communicates with a wah box via blue tooth, the pedal-sneaker can be connected to a Mac or iPhone, as well as the traditional Marshall stack.
The All Wah is the latest in Converse’s long-standing affiliation with the creative class. In 2011, Converse launched the first of its own “global, community-based” recording studios offering aspiring artists the chance to record their own music for free; these studios have since taken the famous high-top from sticky carpets to sweaty dancefloors by hosting recording sessions for underground dance luminaries including Matrixxman, Mount Kimbie, Soul Clap and RJD2 to produce hours of sounds for the Converse Sample Library, available free of charge for producers everywhere.
This again validates Converse as a maverick of musical branding, with their latest innovation continuing an established musical partnership that includes commemorative sneaker designs for Jimi Hendrix, The Clash, Blondie and Black Sabbath, and a 2012 campaign that saw them commission heavyweights Andre 3000, James Murphy and Gorillaz to collaborate on the single “Do Ya Thing” alongside a shoe collection designed by Damon Albarn and Jamie Hewlett.
Already the sneaker of choice for an endless list of seminal artists, by sustaining their carefully curated partnerships, programs, sponsorships and collaborations, Converse are ensuring the next generation of influential brand advocates will bring their famous silhouette to album covers, video clips and stages across the world for years to come.
It’s no accident that Converse are the “sole of rock n’ roll”- they’ve made music work for them. We ask, what are you doing to make music work for you?
Check out the Fuzz connoisseur and Dinosaur Jnr. frontman J. Mascis taking out the Converse All Wah for a test drive below…