London based sneaker brand re-launches iconic shoe thanks to a special request from Double Identity fan and Prodigy founder Liam Howlett. Head designer of Double Identity, Paul Gabriel, received a telephone call from The Prodigy manager asking to buy a particular sneaker that was specifically requested by Liam Howlett of The Prodigy. Unfortunately for Liam the sneaker had been discontinued and so the bad news was passed back to him. Not happy with this Liam then sent a picture of his sneakers held together with gaffa tape to show Double Identity his dedication to them . He told them that he had worn the same pair of shoes for every Prodigy live performance on the IMD tour and couldn’t let them go. The sight of these deteriorating trainers spurred the guys at Double Identity to re- release the iconic shoe. Liam stated “the worn in look is totally my style but mine had gone way past that stage and were 80% gaffer tape so its cool we could collaborate with Double Identity to bring them back to life again”
Sneaker brand, Double Identity, was established in 2005. Based in London and selling all over the world to innovative stores in the UK, Japan, USA, Hong Kong, Italy and Spain, head designer and founder Johnny Tsiattalou, has focused the designs based on a belief that everyone should have a double identity - their alter ego; their fun self and their serious self, their artist and their pragmatist. The Double Identity brand started out producing clothing in Japan, in the 1990’s before diversifying into footwear in 2005 when they produced a small range of sneakers. The success of this capsule sneaker collection led to Double Identity’s sole focus being only footwear.
The culture of the brand has always been an expression of freedom and fun, blending classic shoe shapes with sneaker youth and colour. The brand works closely with young illustrators and artists such as the recent collaboration with Danny Sangra and Kai of “Kai and Sunny”, creating fresh & innovative new styles DID looks at classic sneaker design for inspiration but uses modern fabrics and technologies to create the brands forward thinking shoes - boundaries are bent, pushed forward and broken with their interpretation of materials, shape and colour. DID strive to blend contradictory themes such as formal footwear with sports footwear, strength with comfort, revolution with evolution. In the process the collections attempt to capture the wearer and onlooker’s imagination through use of bright colours, unusual fabrics and novel motifs. The result is innovation and a sneaker suitable for everyone’s double identity.
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