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Today, athleisure is everywhere but the evolution of sneakers, from athletic accessory to fashion staple, has been building since the early 2000s. One brand was at the heart of this transition: Creative Recreation. Quickly earning a reputation amongst the creative trailblazers of Los Angeles, the Creative Recreation brand has built itself a legacy as the leader in streetwear.
Now, the brand is embracing a new audience of consumers with its latest collection for spring 2021. Behind this reinvention is the combined talents of Jason Jones and original Creative Recreation co-founder, Rich Cofinco. With these two design minds behind the upcoming product line, Creative Recreation is looking to infuse its brand with a bolt of energy, embodied in the brand new Zeus silhouette.
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FN spoke with Cofinco and Jones about their creative partnership, the evolution of the brand and what consumers can expect in spring 2021.
FN: How has the brand’s identity evolved as we’ve entered a new year and a new decade?
Jason Jones: I think the biggest shift is positioning the brand to be more accessible to a diverse range of consumers. In the early days the brand garnered attention through the LA club…
words // Brandon Richard
If you're one that follows the tradition of not wearing white after Labor Day, Creative Recreation is dropping an all-new lineup of white-based sneakers for the summer that should tie you over until September. Dubbed the "White Party Pack" after Diddy's famous summer shindig, the group consists of classic models like the Pinelli, Cesario, Cesario Lo, Porello, as well as newer offerings like the Luchese and Mesh Kaplan.
“You’ll definitely get major points if you show up to Diddy's white party wearing some of his favorite sneakers," said Patrick Buchanan, Creative Recreation's Social Media Coordinator.
The "White Party Pack" can be found at authorized Creative Recreation distributors. Shoes will be priced at about $100.
The loyal Green Bay Packer fans and Creative Recreation supporters get a collaboration between the two for an exclusive release next week. With the help of the Packers hard-hitting outside linebacker Clay Matthews, the Creative Recreation Cesario Low gets a completely new Packers look. Matthews, being a longtime fan of Creative Recreation, asked for this special release to be gifted to his Packer teammmates. Set for a release on October 17th, each player will be receiving a pair, and they will also be released to the public with a limited supply of 200 total through the Creative Rec site.