Aston Martin and Hogan have teamed up on a sneaker. (Photo: AFP Relaxnews)
The ‘Aston Martin x Hogan’ sneaker will be available for order at the end of June and when it does arrive, will do so in what the companies describe as four “striking” colour ways that will be representative of the Autumn/Winter season 2017.
Formed from leather but covered in a nylon mesh for extra rigidity without restricting movement, the sneaker follows the form of Hogan’s existing Olympia design but with some notable differences. Chief among them is the addition of a kestrel tan leather tongue, cut from the same hides Aston uses to dress its vehicle interiors and featuring the same pinched seam found on its seats and door panels plus an embossed Aston Martin ‘wings’ emblem.
However, the marque wants to be seen as a true luxury brand and that increasingly means forging partnerships with brands perceived as its contemporaries in other areas of fashion and lifestyle.
“Collaborating with brands that share our views on quality, style and elegance are important to us,” said Marek Reichman, EVP & Chief Creative Officer at Aston Martin.
Looking beyond the automotive industry is also crucial if Aston’s designers and technicians really want to create products that chime with the super rich. It’s why for instance when Rolls-Royce’s designers visit Paris, they make a point of meeting with the likes of Hermes and Louis Vuitton to understand the latest techniques in leather work or fabric treatments. And this is clearly a way of working that Aston intends to ape. This will represent the third major partnership following agreements with Hackett and Richard Mille.
“Working with creative teams outside of the automotive industry helps to broaden our designers’ minds,” said Reichman. “We take inspiration from all walks of life and our work with Hogan will help to shape and inspire many aspects of our future creations.”
The ‘Aston Martin x Hogan’ sneaker will be limited to 3000 pairs.On Hogan’s website, the shoes are listed for € 375 which, at the time of publishing this article, converted into over Rs 27,000.