This week, Converse announced First String, a new product tier centered around the Chuck Taylor. The goal: redefine the silhouette through premium materials, refined construction, and modern design details (specifically, Vibram outsole, CX foam and Nike Air cushioning). The debut collection of Converse First String is set to launch on September 16th, with MSRP at $250 per pair.
However, First String isn’t a new concept. It originally existed as the brand’s energy incubator, dropping limited edition collaborations with the world’s tastemakers on the retail, fashion, and art front. During its hey day in the early-mid 2010s, it touched a wide range of archival models including the Pro Leather, Auckland Racer, Jack Purcell, and more. However, for the First String’s revival…err debut, the brand is placing the Chuck Taylor at the pedestal as the brand looks to recapture the broader audience.
“It’s not about doing archival reissues for the sake of history—it’s about celebrating silhouettes like the Chuck Taylor by studying their purest expressions over the decades, and then thoughtfully elevating them into something that feels wearable, relevant, and hopefully highly sought-after today,” said Matt Sleep, Design Director of Energy Collaborations and Special Projects at Converse.
As global sneaker trends steered away from the classic basketball shoe and high-top aesthetic, Converse has taken a hit, reporting revenue dips for two straight fiscal years. That said, the timing of First String’s arrival couldn’t be any better; the brand currently boasts among the best entertainer and athlete partners in Tyler, The Creator and Shai Gilgeous-Alexander, respectively, and as the trend tides turn again, the Chuck Taylor is primed to return to the spotlight.
Again, the first batch of Converse First String hits stores on September 16th, with more colorways of these mega-premium Chuck Taylors arriving in November.
