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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 scene…
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