After 98 years of the same, classic Chuck Taylor shoe, Converse revamped the sneaker to make a more comfortable All-Star II. It's still targeted to the cool kids, but this time around they might get fewer blisters on the first wear.
The All-Star II comes with some new features, like a non-slip tongue, micro-suede lining and a sock liner made by Nike. Converse also made improvements on the iconic features of the original Chucks by adding extra rubber at the toe of the shoe -- to keep it from falling apart.
According to Fortune, Converse spent two years asking thousands of people what they do and don't like about Chuck Taylors. The result is the Chuck Taylor All-Star II.
This adaptation of the original Chucks isn't meant to be a replacement for your old, worn-in pair; it's meant to help wearers do more in the new shoes.
Still, you aren't going to buy the new Chucks for their functionality.
You're going to buy them because they make a statement and, when you're wearing them, so will you. You're going to buy them because you're part of that "next generation of self-expression" Converse hopes to target.
The original Chuck Taylors have withstood the test of time. But after nearly a century with no redesign, they're old enough to be an antique.
Converse CEO Jim Calhoun told Fortune that Converse sneakers are "the true definition of timeless, because our consumers are young kids." But "the surest way to get young kids to think something is uncool is tell them that their mom, dad, grandparents and great grandparents all wore these," he says. So while Chucks have resisted the lightspeed style changes brought on by the advent of fast fashion, Converse would have been remiss to ignore the profits of innovation.
Now, a new generation of rockers, skaters and statement-makers have the opportunity to make another All-Star iconic.
