Today, Nike launched Nike Unlaced in the U.S. and U.K. The new online boutique will become the new destination for women seeking footwear in expanded sizes, performance styles, and collaborations
According to the brand, Nike Unlaced may be updated as often as weekly, and with the recent passage of Air Max Day, the site is fully stocked with Air Max styles like the Air Max 97, Air VaporMax, and Air Max 270.
Moreover, Nike has teamed up with fashion-minded creatives and athletes to curate the styles, colors, and silhouettes that will make up a portion of the Nike Unlaced offerings. According to Nike, these curators will be featured in weekly stories and profiles and even provide how-to-wear tutorials. Every month, one of the talents Nike taps will reveal a customized shoe they worked on with Nike designers (of course, that shoe will be quite limited).
“This is all about inclusion, so that women can feel like they can wear different styles, such as a men’s sneaker,” said European stylist (and self-proclaimed Air Max addict) Julia Sarr-Jamois, in a statement. She worked with Nike to select sneakers that will populate the Nike Unlaced digital shop for the first six weeks. “I wanted to balance fun, a bit of classic and new silhouettes — and to encourage people to understand that there are no rules. I’ll wear a running shoe with a normal outfit, not to run in. And I think that’s really exciting,” she said.
However, female sneakerheads that want the same shoes that men receive may have to wait. According to Nike, many of the sneakers curated by Sarr-Jamois will be pink. “But we are going to the edges of that and exploring how far we can take pink,” she said in a statement.
A second drop of The 1s Reimagined, dressed in bright blue and rich orange hues, will populate Nike Unlaced in the coming weeks. Styles like the Nike Cortez, white-on-white Air Max 95, and Air More Uptempo (for that chunky old-school look) will also become available.
Finally, Nike Unlaced will appear within existing Nike stores in cities around the world beginning this summer.