2024.05.20

Expressing the World of "Chuck Taylor" Through Clothing! Converse's New Value Proposition

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Chuck Taylor. Needless to say, it's the legendary shoe from Converse that was beloved by Charles H. Taylor, the professional basketball star of yesteryears.

And in February 2023, a new chapter was added to this legend. The apparel line "Chuck Taylor Clothing" was launched.

This time, we had the opportunity to speak in detail with Kohei Okamoto, who was involved in launching Chuck Taylor Clothing and is now the lead of the project, about the background and the current lineup of the brand.

The Reason Behind the Creation of the Apparel Line for Iconic Shoes

First of all, "Chuck Taylor" is another name for Converse’s All Star. These days, vintage All Star models from the '60s characterized by a three-star heel label, reinforcement patches on the upper section, and side stitches are referred to as Chuck Taylors.

Regarding the history of using the name of these iconic shoes, Okamoto explains:

"About a year and a half before the launch, the team repeatedly went through trial and error, but the goal was always simple. What we pursued was creating 'the best product.'

"We conducted detailed market trend analyses and sought high-end designs that would reflect the brand's identity. We eventually arrived at Chuck Taylor, a key player for Converse and a symbol of both high-end and vintage models."

In other words, it's about converting iconic shoes into apparel. Saying it is easy, but the process was far from simple, and handling the 'face' of a well-known brand came with immense pressure.

There were high expectations from the industry, and at the same time, some business partners reacted indifferently, saying, "Sneakers will definitely sell, so isn't that enough?"

Nevertheless, they did not change course. At that time, the post-COVID business style had relaxed, and the concept of 'work clothes that feel like you're playing' was gaining traction. Sporty casual wear with a retro feel was also resurging. Riding this wave, the development of new apparel continued.

Creating something long-lasting, with a vintage and heritage feel... Special attention was paid to the fabric texture to create apparel true to the essence of Chuck Taylor.

"To replicate the iconic, sturdy texture of the canvas upper in clothing, we opted for a special wool fabric. We held several strategy meetings with a fabric manufacturer in Bishu, Aichi Prefecture, and meticulously selected yarns and weaving methods," says Okamoto.

Special Apparel Inheriting the Genes of Chuck Taylor

With this tough and smart foundation, the details inspired by Chuck Taylor come to life. For instance, like the shoe lining, the jacket features cotton lining.

Additionally, the design incorporates motifs inspired by Chuck Taylor such as piping reminiscent of the shoe sole, eyelets for the laces, brand tags made from the same material as the heel loops, and white double stitching.