These sneaker enthusiasts share what drew them towards the sneaker culture, and what they are coveting next
Unless you’ve been living under a rock, you might have noticed the obsession that many have developed for sneakers, bordering on almost cult-like. What began as a small community of like-minded individuals who loved and understood the story behind each pair has now grown to a successful business in India, with even 20-year-olds reselling coveted pairs. We spoke to five sneakerheads from Chandigarh to find out what got them invested into this subculture.
Yash
As of last year, Yash has stopped counting the number of sneakers he owns. “If I have to say a number, it’s roughly around 50,” says the Chandigarh-based UX and digital product designer who also dabbles in illustrating sneakers. The 26-year-old was first introduced to the world of sneakers through music, particularly rap and hip-hop. “I was in school and did not know that there was something called a ‘sneaker culture’. I just admired the way my favourite rappers used to flex their sneakers, like Eminem wearing Nike Air Jordans, 50 Cent with his G-unit x Reebok collaboration, Lil Wayne used to rock Bape Stas and, of course, Kanye with his Nike Yeezys,” he says. But Yash subconsciously started getting into the sneaker culture in 2014, when he started following American YouTuber Qias Omar and learnt more about Jordans, Yeezys and Nikes among others. While at the time he could only afford Converse Chuck Taylors and Vans, Yashstarted collecting more expensive pairs from 2018 once he landed himself a job. It was his first pair of Nike Air Jordans (Jordan 1 High OG Shadows) that got him addicted to collecting sneakers, his most expensive pair being Nike Air Jordan 1 Chicago Lost & Found. “The way the culture has grown in India surprises me, because a few years ago it was a pain to find Jordans or any other hype brands. Now all you have to do is go on Instagram and find a trusted reseller and they will sort it all out for you,” he explains. Yash already has a long list of sneakers he wants to collect in 2023. “The pairs I am eyeing are Air Jordan 3 White Cement Reimagined, New balance 2002r Refined Future in pink and purple colourway, JJJJound x Bape Sta, and Nike Air Jordan 4 Nike SB, just to name a few.”
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"“The way the culture has grown in India surprises me, because a few years ago it was a pain to find Jordans or any other hype brands," says Yash
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"It was Jordans and Yeezys that made me fall in love with sneakers and the history behind every pair of Air Jordan 1 made me want to buy each one of them,” says Shrey Jalota
Shrey Jalotra
The first pair of sneakers that Shrey Jalotra copped was Air Jordan 1 Low Black Toe when he was 17 years old. Now, seven years later, his personal collection has grown to 170 pairs of sneakers. “I started collecting sneakers once they were easily available on retail a few years ago. It was Jordans and Yeezys that made me fall in love with sneakers and the history behind every pair of Air Jordan 1 made me want to buy each one of them,” he explains. Not surprisingly, the most expensive pair kicks in his collection are the Air Jordan 1 X Off White UNC. As an ardent Air Jordan 1 fan, the next pair he’s hoping to get is Air Jordan 1 x Dior Highs. In 2020, seeing the growing community of sneakerheads in India, Jalotra decided to get into the resale business and collected over 300 pairs of kicks that he now resells through his Instagram page @hypedsneakersandapparel. “There are many resellers entering the community almost every day, especially those who understand the know-how of how to cop kicks before anyone else. It’s a growing business and it’s only getting bigger,” he says.
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“Before 2020, I rarely saw people wearing Jordans or even streetwear in Chandigarh. But now it’s so common, thanks to a lot more brands and start-ups, whether it’s to cop a good pair of sneakers or to care for them,” says Gaurav Goyal
Gaurav Goyal
“To be honest, I’ve never really counted the number of pairs I own, but I guess I’ve got more than 30 now,” says Gaurav Goyal, who heads his family business of exporting rice. His exposure to the sneaker community stemmed from his travels across the world, his first pair being Air Jordan 1 Low Reverse Bred. “I was in the UK in 2019 and the sneaker culture just spoke to me. I’ve seen different kinds of people wear and pull off various styles of sneakers. During the COVID-19 pandemic, I started reading and researching more about sneakers. This solidified my knowledge and helped me to understand the history behind these shoes,” says Goyal, who has seen the growth of this community in India since the pandemic. “Before 2020, I rarely saw people wearing Jordans or even streetwear in Chandigarh. But now it’s so common, thanks to a lot more brands and start-ups, whether it’s to cop a good pair of sneakers or to care for them,” he adds, although he has one concern when it comes to the hype culture. “Most people who are in it for the hype are just following the trend. They don’t become a part of the movement because it resonates with them, but because it looks ‘cool’. They are ignorant of the story and the history behind the culture and how each pair forms its own individual identity,” he reveals. But on his part, he continues to build a strong research base before copping another pair. This year he is eyeing something from the Virgin Abloh collaboration with Nike, specifically Off-White x Nike Blazer ‘Grim Reaper’.
Mridul Sharma
The first pair of sneakers that Mridul Sharma built his collection from was the Nike Air Force 1. “They were my favourite pair and I would wear them all the time,” he says. Originally from Mandi in Himachal Pradesh, Sharma currently resides and studies in Chandigarh and has seen a shift in the way people in India are leaning towards streetwear and sneakers more than formal wear. “Today, streetwear and sneakers have infiltrated high-end luxury fashion as people prefer to buy a pair of popular kicks instead of heels or boots,” says Sharma. He credits this shift in the mentality of the way people dress now to the hype culture. “Honestly speaking, sneakers like Nike Air Jordans have been around for a long time, but it was just part of street fashion. I have been interested and owning them for years before the hype culture took off. Today, if you wear them in public, a stranger might come up to you, recognise them and even appreciate them,” he explains. His most expensive pair of sneakers, incidentally, too, are a pair of Nike Air Jordan x A Ma Maniere, but he’s hoping to add a pair from Nike’s collaboration with Ambush to his collection.
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“Today, streetwear and sneakers have infiltrated high-end luxury fashion as people prefer to buy a pair of popular kicks instead of heels or boots ,” says Mridul Sharma
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"As I started to understand more about the hype culture and the passion that others had for sneakers, I found myself drawn in, wanting to be a part of this community,” says Hardik Kaushik
Hardik Kaushik
“My first pair of sneakers was a legendary Nike Air Force 1 Low Retro QS in white and green colourway. It was a momentous occasion for me, like finding a needle in a haystack,” says Hardik Kaushik, a lawyer and a model based in Chandigarh. “I spent months scouring the Internet, monitoring restock notifications, refreshing online store pages and camping out in front of sneaker shops. The moment finally arrived when I was able to snag a pair for myself. It was love at first sight and I knew then that I was hooked for life on the sneaker and hype culture,” he gushes. While fashion was something that Kaushik found as a way to express himself, it was sneakers that he resonated with the most. “I enjoyed learning about the history of different brands and models of sneakers, and the communities that formed around them. As I started to understand more about the hype culture and the passion that others had for sneakers, I found myself drawn in, wanting to be a part of this community,” says Kaushik, whose collection currently comprises 23 pairs, including Louis Vuitton Run Away Sneaker 'Tri-Color’—the most expensive pair he owns. “It is a work of art, crafted with the utmost care and precision. The price tag was hefty, but I knew they were worth every penny. I saved up and did some research before snagging a pair. Wearing these sneakers was not just an accessory, but a statement,” he explains. The next pair of kicks on his radar are the highly coveted Nike Air Jordan 1 in Dutch Green High. “These sneakers are the epitome of style and grace, with a sleek, minimalistic design that radiates both elegance and power. The Dutch Green colourway is a true masterpiece, thanks to the combination of the colour and the silhouette of the shoes.”
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