Remember the time when teenagers, to look like their idols (punk, rock, skate ...), deliberately dirty their sneakers even before their first use.
As the English lords asked their valet to wear outfits and shoes so that they were skated, it was for a long time inconceivable to wear brand new Nike or Adidas if one wanted to look cool… In 2021, the mentalities have changed a lot and now, the young adults who invest their savings in it, display immaculate sneakers.
Even if it means calling on professionals when they are too worn out.
“When we arrived on the market in 2016, we mainly cleaned white Stan Smiths,
explains Jean de la Vaissière, co-founder of Sneakers & Chill, a sneaker cleaning specialist who owns two boutiques, in Paris and Lyon.
Today, our customers entrust us with rare or designer pairs.
As materials are either more technical or more noble, they are afraid of
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