Over the past couple of years, we have borne witness to the resurgence of a shoe brand that dominated the 80s and 90s – British Knights. Born in the bustling metropolis of NYC, British Knights, the iconic sneakers that were once a staple in hip-hop culture, are making a comeback. The rebranding of this classic shoe label wouldn’t have been possible without the power team of JSSI, Inc., the original family company that launched it, acclaimed designer and artist Dr. Darren Romanelli, serving as creative director, and the groundbreaking entrepreneur, Scooter Braun of SB Projects. Following a series of unique collaborations with some of the world’s most promising artists, the revamped British Knights aims to charm a new generation of tastemakers and artists.
Reviving a Classic
First made popular during the 1980s with the rise of hip hop music and graffiti art, British Knights (BKs, for short) left an indelible mark with their witty catchphrases and original design. Now, the brand is reinventing itself by tapping into the vibrant artistic minds from around the world, taking BKs out of the past and straight into the future.
Artists: The New Athletes
In this new era of British Knights, artists are the new athletes. These unique collaborations aim to inspire, motivate, provoke and prevail, while still preserving the legacy of the brand.
From the Past to the Future
In the words of Scooter Braun, “We’re bringing BK back for all the people that fell in love with them in the 80s and 90s, and exposing them to a whole new generation of tastemakers and artists.” To achieve this, BK’s in-house ‘doctor’, Dr. Romanelli, aims to rejuvenate the beloved brand with a fresh, youthful take.
British Knights: A New Generation
British Knights is not just a shoe brand, it’s a revolution that aims to shake up the industry yet again. The re-launch of this family-owned brand aims to change the status quo and captivate a new generation of sneaker lovers.
Availability
The revamped British Knights will be available at select high-end retailers nationwide, beginning March 15th, 2014.
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