If the graphic tee is the central element of streetwear, the sneaker is a close second. However, unlike the graphic tee where a definite preference for smaller companies exists, the sneaker game is dominated by huge multinational corporations such as Nike and Adidas. So much so that the Air Jordan is the lone shoe that bestows instant street cred upon its wearer.

The fact that streetwear enthusiasts will wear a Nike AF1 while shunning tees from companies that are “too commercial” appears to create a huge contradiction within the streetwear ethos. There are many possibilities as to why this could be. The accessibility factor could perhaps play the biggest role for anyone and their mama can start a t-shirt line, but it takes some serious capital to begin making footwear. Moreover, these huge companies have responded well to the market by making available a seemingly infinite number of colour combinations of popular models such as the AF1 and SB Dunk. In addition, they have done their homework well by creating “limited edition” runs. By doing this the big brands have generated the air of exclusivity so sought after by streetwear enthusiasts (although the actual rareness of these shoes is debatable considering they are available in nearly every Footlocker in North America – but if they say it’s so, it must be so, right?).

Despite market dominance by the likes of Nike, a few competitors have emerged to bring the independent spirit to the sneaker game. These include Feit and JB Classics, as well as those apparel companies who have grown to create their own sneaker lines, such as Alife’s RTFT. Additionally collaborations occur between large sneaker companies and the smaller streetwear companies to drop an actual limited edition line. These events help both as the small company gets a little extra press and the large company is able maintain its brand presence in the mind of the consumer.

Outside of the limited brand options and marketing savvy of the multinationals, another reason for the acceptance of these products is that sneaker culture predates the streetwear phenomenon and, by consequence, the more recent startups. In this context the traditional sneaker brands have been engrained into the culture. This is evidenced in books such as Sneaker Freaker and Sneakers: The Complete Collectors Guide, which document the hottest sneaks of decades past, and kept alive by online magazines such as www.sneakerfreaker.com which keep their readers up to date on the latest drops in the sneaker world. Given the pre-existing desire for rare or unique kicks, sneaker culture has naturally evolved to become and integral part of streetwear and urban fashion.