lifestyle • 19 Sep, 2017
Inside Sneaker Culture Mag SNKRVN
Custom Publication Creator Chats About Gettng Set For Its Second Edition
SNKRVN is the vowel-ditching voice of Vietnamese sneaker culture. And the first issue, published in June this year, is as lovingly boxed as a fresh pair of kicks. It comes in a matt-black case with a gloss embossed logo inside a brown paper bag with the same six letters, SNKRVN, printed across it. “I think I’ve been in love with new shoes since I was 15 — the smell, the sole, the materials it took to make them. Every pair is like a new book to explore,” SNKRVN’s Co-Founder and Editor, Hai Ha, smiles.
“Three years ago, there were three of us — me, SNKRVN Editor-in-Chief Tan Truong, and Vo The Vien — and we were the administrators for the adidas Vietnam Fanclub, but we wanted to broaden beyond just that brand,” Ha, who also runs Inside the Box sneaker and apparel store (55/16 Le Thi Hong Gam) with Viet Max, explains. Besides the second issue, he’s preparing to open a second shop, Inside the Box Chapter II, “because Stussy stores always use chapters for different branches”, in Hanoi in late October with Duy Anh Doan, founder of Freakers — the Vietnamese streetwear brand began in 2010 — at 28 Hang Thung.
Like many custom publishing projects, SNKRVN began as posts to a Facebook fanpage. With an expanding sneaker-culture consciousness seen at events like Sneaker Fest, and with support from Nike and adidas, and sneaker stores and brands like The Social Foot and Premi3r Snapback, that soon became the mag. The word ‘magazine’ is a little understated, though, for this collectors’ item that has exclusive interviews with two world-famous sneaker artists, Gary Lockwood and Jeff Cole, after SNKRVN reached out to them both on Instagram.
There’s also a history of the adidas ‘Campus’ featuring RUN DMC and the Beastie Boys, and at the back there are reviews of soon-to-be-classic kicks like the Yeezy Boost ‘350 V2’ and the Supreme x Nike ‘Suptempo’. And the team even got the support of Elle’s Creative Director, Dzung Yoko, with the layout and a lookbook.
“The second issue will talk more about local brands and famous people in the underground sneaker community here,” Hai Ha adds about the sequel set for November. There are just a couple of copies left of the first issue at the District 1 store, and the second issue will be available here and in the new shop in Hanoi, and online at the SNKRVN Facebook page. “We’re going to keep doing this until we’re right up there Hypebeast and Highnobiety,” Ha nods finally.
Air Jordan 404
Adidas Star Wars Stormtrooper Helmet by Gary Lockwood
Jordan Toro IV Gas Mask
Jordan True Blue III Gas Mask
Words by David Kaye