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The only decent shoes cost at least pounds , and everyone was wearing biker boots, so we designed something we wanted to wear and could actually afford. He teamed up with a friend, Craig Tate, to form a traditional, but fashion-based men's and women's company called Nicholas Deakins, which is still in business, although Deakin left in to pursue his own lines. The first to leave his stable were Herbert Toe and Judi Toe, named after his mother and father, which fused traditional cobbling methods with hi- tech soles.
But his burning ambition was always Stride. Once they decided on a name and a logo for their sneakers it took two years, five prototypes, several trips to Korea, and more than pounds , to launch Stride.
When he talks about this monumental effort there is a twinkle in his eye. This is a designer who doesn't talk about ethereal creativity. He talks sole units, uppers, price points and construction with a broad Leeds accent and a jingle of his chunky silver jewellery. The trainers are a visual feast, with references as diverse as Evel Knievel's Velcro-fastened motorcycling boots, to puffa jackets and work boots, as well as from mainstream trainers.
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Christine Atha, curator of The Review Gallery, says, "The trainers are there as a contemporary idea, as well as a typical example of today's culture. They recall s TV shows with their names, for example Stealth and Stingray, and also act as containers for so many references. When Atha first approached Deakin, she told him "you're part of the trainer revolution". Deakin, however, still can't believe his luck.
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She is showing Stride alongside the ad campaign for the shoes, which features various styles in the context of greasy-spoon food: deep-fried with chips and peas, in a pie dish, or as boil-in-a-bag, with the catchline "put em on your plates Stride is a complete design concept, from the brand name to the logo to the shoe, and it works. Richard Wharton, from Offspring, a shop in Covent Garden dedicated to trainers, has been selling them for the past few weeks and watching them leave the shop in droves.
He is waiting for the red, white and blue variations on the current styles to come out next month, and will increase his order. Until then, catch them if you can. Deakin is passionate about keeping them reasonably priced - and pounds You can find our Community Guidelines in full here.
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