JKR

Converse

Converse use well managed design to make a little go a long way. Broadly, their products fall into two types. The classics, in their famous livery, preserve the brand’s authenticity. Then, the 'editions' use these classics as a (literally) blank canvas, from which a bewildering array of editions, collaborations, film and music tie-ins are spawned.

I was wearing Converse before Sheena was a punk rocker - we called them ‘bumper boots’ because of the ankle patches. For those of an old skool disposition (and old farts), the classics are seemingly unspoilt by progress. This is only partly true. In reality, Converse is constantly refining and re-visiting its past with a huge range of vintage variations, serving 'classic’ in many flavours.

Meanwhile, the ‘inspired by’ lines are both promotional billboards and badges of consumer affiliation – from Dr Seuss editions to designer brand Marimekko. As a use of design for marketing ends, this ‘cool by proximity’ approach keeps the brand relevant, lucrative and seemingly alive. Online customising options take this to the next level – not bad for a brand with two basic designs that essentially glue rubber to canvas with a little stripe of colour around the sole. It’s amazing how many ways the basic cards have been re-shuffled.

The myriad logos and liveries Converse use can be confusing to the casual observer – why a certain star on this, but a different one on that? But big brands avoid dreary monolith status by allowing one wonky wheel on the vehicle – it keeps them soulful. Converse are masters in the art of designing an endless variation on a sound basic theme.

By Silas Amos, Creative Director, jkr. For the full article, see this week's copy of Marketing magazine.