IndiaAIFounders — ‘If I’m spending that kind of money, the shoe has to do everything’

From Nike’s infamous 110s to £250 and back again, sneakerheads are rediscovering why cheaper shoes can be worth just as much hype as much more expensive ones

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When Nike’s Air Max 95 trainers first landed in Britain back in the mid-1990s, they looked unlike anything else. Created by footwear designer Sergio Lozano, the shoe had wavy layers running down its sides, neon yellow accents, and visible ‘Air’ bubbles underfoot. But in the UK, one detail quickly became as famous as the shoe itself: its £110 price tag.

The Air Max 95 immediately picked up the nickname “110” because spending £110 on trainers seemed outrageous at the time. Owning a pair quickly became a status symbol among young men across Britain, while in celebrity circles they were worn by everyone from Jay-Z to Kylie Minogue.

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‘If I’m spending that kind of money, the shoe has to do everything’ – the backlash to the three figure trainer