From the beginnings as a talked-about retailer, Concepts exploded onto the scene as a creative powerhouse for reimagining what footwear could be. Soldier lined up relationships and brought incredible sophistication to product and presentation.
Fresh colors, classic materials including cork and canvas, and a focus on street use turned a Sperry pattern into a rowdy reinterpretation of nautical style. Soldier also gleaned in depth understanding of technical sailmaking, which inspired the design direction and shoot format, then from one of the most respected sail making lofts in the North East.
One of the most iconic sneaker drops of the last decade, and Concept's first sneaker collaboration, was a watershed moment with sneaker-heads worldwide. Soldier's contribution was expressing the New England based theme into a wearable expression of provocative style. Soldier handled the overall design of the sneaker through color, branding and patterning within the constraints of the classic Nike Dunk Low silhouette.