SEVENTYFIVE one of the pioniers when it comes to sneaker boutiques in Holland/Amsterdam, has collaborated on a sneaker together with Onitsuka Tiger. We will dedicate this update to the whole project, which is quite special to me. I used to work for SEVENTYFIVE and that’s how I got employed at Onitsuka Tiger. I will tell you more about the Lay-Up 72 sneaker, the design and the story behind SEVENTYFIVE.
Only 150 pairs have been produced of the Onitsuka Tiger x SEVENTYFIVE ‘Lay-Up 72′ sneaker. 75 pairs will be released at SEVENTYFIVE on saturday, the 17th of July. The other 75 pairs will have an European release on friday the 30th of July. Some of the stores that will carry the sneakers are Colette (Paris), Sneakersnstuff (Stockholm) and Hanon Shop (Aberdeen).
Chris Noorda, the owner of SEVENTYFIVE was interviewed about the collaboration for the ASICS and Onitsuka Tiger ‘Family & Friends’ project exhibition, which took place at the Bread & Butter in Berlin. Here is the part on the sneaker design:
SEVENTYFIVE has been known for presenting iconic sneakers of sports brands for over a decade. When Onitsuka Tiger approached us to collaborate on the Lay-Up 72, we were very happy, since it’s still an undiscovered shoe with potential to become a classic. Now with the vulcanized silhouette being so popular all over Europe, we wanted to create a shoe that everybody could love and has this classic feeling to it.
The idea was to keep the sneaker as authentic as possible, so we kept the unique nylon upper material. White and blue is the color combination for a lot of iconic sneakers, so we decided to go for this color way. We chose an off-white upper with our name subtle in white on the side. The blue color we used on the vulcanized mid sole is the color blue of the SEVENTYFIVE logo. A gum sole is something that can’t be missed on a classic looking shoe so that was a must have for us! We only needed some extra details, just to give it more of a distinguished look. That’s why we chose to have a golden eyelet and included three colors of waxed laces with golden lace tips.
The design team consisted out of three people:
Sef (graphic designer/musician and known for his work on ASICS directional models)
Remko Nouws (Onitsuka Tiger)
Myself (Chris Noorda)
The Lay-Up 72
This is a remake of the Lay-Up Nylon, a classic basketball model developed in 1972 to cater the trend of young people wearing sports shoes as a fashion item. Named after the lay-up shot in basketball, the shoe also featured TIGER lettering on the side of the upper, which was unusual for a sports shoe.
Original colorways of the Lay-Up 72
Store profile SEVENTYFIVE
SEVENTYFIVE based in Amsterdam, opened its doors in 1999 and is one of the first sneaker stores in Holland to sell exclusive and iconic sneakers of world’s leading sports brand. Next to offering collections of these sports brands, SEVENTYFIVE is always searching for new models and upcoming brands. The company has three stores which are located just outside the city centre of Amsterdam.
SEVENTYFIVE
Nieuwe Hoogstraat 24
1011 HG Amsterdam
Tel. + 31 (0)20 626 46 11
www.seventyfive.com
SEVENTYFIVE
Van Woustraat 14
1073 LL Amsterdam
Tel. + 31 (0)20 379 53 35
www.seventyfive.com
SEVENTYFIVE
Haarlemmerdijk 55C
1013 KB Amsterdam
Tel. + 31 (0)20 330 63 28
www.seventyfive.com
Photo & Gif concept: Daniel J. Ashes & Yousef ‘Sef’ Gnaoui
Photo of sneaker details: Dennis Branko
Photos of SEVENTYFIVE store: Dennis Branko
