PRESENTED BY NIKE SB: FIFTEEN YEARS OF SB DUNK – Stories from the Inside Out


What makes a Dunk guy? What makes a Dunk guy? A Dunk guy? Oh, man. Okay, what makes a Dunk guy. So that’s how the questions are gonna go? The original design concept
of the Dunk was for basketball. People like skating in them because
you kind of just feel your board. They introduced it to skate, and the skaters were buying them and
the sneakerheads were buying them. Like the main thing that was agreed
on throughout is that you needed to be skateboard specific. Like the artist that were
doing the SB were sick, and that just opened street art and
the culture. It was just this anomaly that nobody
really could wrap their heads around. My kids, like this is their Razor
ramp to be honest with you guys. I’m just fronting for the video. Got it. You guys got to see this. This photos was in 2002. That was the first. I was wearing actually the first
colorway that Nike did for me. You know what? I think the early days of Nike… It was pretty awesome man. Nike were like hey
we’re going to do this. We’re going to do this long term. They had a technical initiative. They were very receptive,
almost sponging everything, like the information that
the skaters were giving. The Dunk sole was like —
Here is a Dunk sole and then all the skate shoes were like [EXPLOSION SOUND]. So the skate shoes had an inch on
both sides. Remember that? Basically they were just bread loafs, and then
you saw the Dunk, and it was just this tighter fitting shoe and I think that
just was kinda like game changing for me. I was like, I like looking at skateboard
tricks in these shoes on my feet. No more choosing your backpack that
you’re chilling after you’re skating. I did that for years. Now it’s like these are my chill shoes,
these are my skate shoes. I don’t have any other shoes. I initially got a call from Robbie,
and he told me that Nike was starting skateboarding and
they were starting with the Dunk. What Nike had tried to do at the time —
Was it called “a Choke” or “a Choad”? Or something like that, Choad? I mean, I had trepidation. Sat down with him, and had my, like,
protective suit on about skateboarding, and like, “Hey,
what do you think you’re doing in here? You know, if you’re coming in to
skateboard, you’re coming through me.” – You know?
– He was hardballing, he was playing hardball with me. My philosophy was like,
okay let’s get the the skater skater. I want to take Nike underground,
back door, and come up on the other side. Skaters that are respected amongst
the community, like these two, Gino, and Skaters that are respected amongst
the community, like these two, Gino, and Supa, and they’re not
the flavor of the month skater. So that was the first four. Having like the diversified team,
like street skaters, but they weren’t like over exploited
like skater skaters kind of guys. It was just right. The Nike program,
that was like music to my ears. I was like yeah, dude, I’m down,
like I don’t have any question about it. I remember skating all kinds of
different Dunks during that era. I was just hyped. Gino and Reese and Richie,
three super ill skaters. So I was happy to be there. They were like, pick a color and
I was always down for the mixed colors, nice and bright and stuff. Some of my friends looked at the shoe and were like, those look like a clown
shoe and I was like okay whatever. But a lot of people took to it and
they liked them. So I guess it did really well. Here are the originals. Wow, here we go, dude. When he said hey we’re
gonna do a colorway, the way I picked this shoe —
I was on tour in ’94. And there was these
Tennis Classics on sale. And they were all-white shoes
with this colored stripe. And I skated in these Nikes before
anyone had Nikes in skating, and I was like, these are the best shoes ever. So it was nostalgic for
me at that time in 2002. Cause it reminded me of when
I first wore my first Nikes. The inspiration I had for the Wheat Dunk, I wanted to make something that
looked like a construction boot but I wanted to have something that was like
camel color that looked good with jeans. And that was basically the most
simplest way I could put it. It was just cool to
see him skate Nikes. Obviously, Nike was kind of a new
company into skating at that time, and other people started getting on. I was like,
whoa this is actually really sick. Nike’s actually doing skating. Seeing those big Nikes with the straps
out. It was always rad seeing that. I don’t think about
the shoe necessarily for the way it looks at a spot,
more of the way it would feel. I feel like I would of been with
Nike a little over 10 years, so it could have been 2004 or
’05, something in that. I remember that period people
were just going crazy for Dunks. I would just skate in all
the weird colors that I got. And I remember walking
down Haight Street and sneaker junkies just tripping,
like “Damn fool, you’re skating in that?” I’m like, yeah,
man life’s too short to be sitting and having all these crazy shoes collecting
cobwebs It’s in my closet so, yes. I got brought on Nike team —
it must have been 12 years ago. We would get boxes sent to our
house but I never a sneaker freak. For me they were just skate shoes so
I just skated all of those shoes. Yes. Would it mattered– Which I shouldn’t have done, but… P-Rod was my favorite
skater growing up. When he left eS to get on Nike, I remember
that being a big thing for me, I was like, whoa this is crazy. Your first ad was in Supreme Dunks. I just remember you needed an ad. Was it that shoe you
were supposed to be in? No, they just sent me
a bunch of stuff and I just, that’s what I was skating in that day. That ad was a long time ago so details are hazy… Let me see what we can find here. How do you even know where to start? I’ve been through al
these cabinets so many times. I keep a file on everyone. Ask you for any photo,
you’ll know what drawer to look into. When did you get on Nike? ’04, but they couldn’t announce me,
I think, until ’05. – There’s Dunks.
– Is that me, right there? There’s Dunks in that, right there. Yeah, this is all you. That’s really old. Yeah, 2003, dude, 18, wow. There it is. Found it. The holy grail, the Supreme Dunks. Dude, I gotta come here and like… Just soak it in, dude. Eric, dude, get down here. What’s your favorite Dunk? – The De Las with the fucking lenticular sort of…
– Crazy, whatever you call it. The hologram? Hologram, yeah, sure. – Hologram.
– Yeah. I really like Richard’s, Mulder’s,
a lot, just because of how clean it was, the Dodger colorway, and also Reeses,
the fact I still have it. I have that pair. I mean, just seeing what the Dunk
did for retail, to me, is crazy. I mean, it changed the
whole scope of skate shops. None of this would’ve been possible
without sneaker culture scene that was forming in Los Angeles and
the major cities at the time. Once SB happened,
that was the game changer, because it put all of
the focus on the Dunk. Yeah, and I remember shop
owners would just be tripping. They did not have a clue of what hit them. There was lines in front of my store. They were like, what? And then kids would just be jonesing for
the new Reese Forbes Dunk. I opened HUF in 2002. We opened the store with
some of the original SB ones. Kids found out we had them. And we would just get calls. And we’d get kids knocking on the door,
asking for them. And we didn’t know what to expect. We were brand new at retail. We were brand new at this business. And you could tell there was a demand. The skaters were buying them, and
the sneakerheads were buying them. So for a store, it was a double whammy. People in LA wanted
what they couldn’t get. Nike SB came in. I mean, that’s when the craze started. So then they killed you with the colors,
like the Michigan Dunk, the Syracuse Dunk. Baltimore, Chicago had a Dunk. New York had a Dunk. I think LA even had a Dunk. People weren’t really skating,
and kids were rocking them. It wasn’t skaters coming in. It was kids from the hood,
kids who represented culture, kids who were into hip-hop,
punk, whatever it might be. Nike SB is kinda what got the whole
collaboration game going crazy. The original Dunk SB’s from Supreme,
that took it to another level. People were lining up for
24 hours to get them. It was in the middle of winter,
it was freezing. And they were sleeping in tents, cardboard
boxes, however they can keep warm. I was with a bunch of friends,
and we just kicked it, ended up getting our pairs. We got up, and we went and skated. That was our thing. These dudes came,
camped out, waited in line. And that was their thing. It was pretty chaotic. I remember, well, one head came in. And he was a nine or a ten. And he had a 12. And I don’t know if you remember that. And he had stuffed socks in his shoes. Those are moments that you’re just
like, all right, man, it’s your thing. I remember skating
the Pigeon Dunk here. I had no clue they were — I
had no clue they were so expensive. So I was like, cool, a mellow color shoe. I’ll start skating in them, and I’m in
line at the airport a couple days later. There was a hole in the shoe already. Some Japanese guy behind me,
he tapped me on the shoulder. He was pointing to my shoes. I was like, what are you doing? He got angry at me for ruining the shoes. I got home, and I look on the Internet,
and they went for a lot of money. I had no clue. There is guys who just
generally love sneakers. I love sneakers. I’ve been buying sneakers all my life. I have about 1,300 pairs of shoes in my
closet, and actually, not in my closet, my living room and my dining room that I’ve
turned into my sneaker closet, absolutely. Tokyo is really the city that
the real deal, original sneakerheads were. That’s where they came from. In the 80s, 90s, and the 2000s, no one
was as hardcore as the guys out in Tokyo. Japan, especially on
your first trip, it’s crazy. It’s streetwear on crack,
just sneakers and t-shirts and hats and brands you never heard of and
colorways you never saw before. Tokyo had this store called Chapter,
owned by this gentleman named Hommyo. And real talk, Hommyo was one of my idols. A lot of people probably don’t
even know who this guy is. But he is definitely the first guy in the
world to have shops without Nike accounts, without any kind of accounts. Well, but he was just buying
everything from all over the world, because it was a regional situation. So whenever you’d open
up a Japanese magazine, he’s the reason why you’d see every
single thing was available on their wall. So that was just a dream for
a guy like me. OK, yeah, my name is Hommyo. I’ve been in the sneaker business here
for more than twenty years. Sneaker culture is very, very interesting. The Dunk, you know, SB. You can see, you know? Yeah, we have a lot of them. I sell a lot of the Dunks. Six or seven times a year,
I’m going to the U.S. Sometimes go to the Hong Kong. The Philippines, you know? Collecting the shoe… But in Philippines, Nike shoes
are sold at the grocery store. They were sent out, like soldiers,
to go to every Footaction. And they knew release dates,
they knew the colorways, they knew it all. So yeah, this is my passion, you know? Look at this color! Look at this box! We cannot find these anymore. This one’s good. My memories… I was introduced to Hommyo,
and we sat down. And he just told me what he was doing,
travelling the world, just buying everybody’s inventory. Nike always had this regional program,
where Japan, Paris, London would have its own set of kicks,
their color Dunk. The main thing that was agreed on
throughout was that it needed to be skateboard specific. Something that’ll sort of set it
apart from just being a Nike shoe. Came up with this kickflip challenge,
and it was just like, if you can do a kickflip outside in your
new shoes, we’ll give you a fiver back. The original ones had a map to
the store and the route to South Bank. When the Slam Dunk came out it
kinda blew my mind a little bit. I was like, that’s really cool, realizing that skating in London
can go further into the world. It was really like when
the Dunk started getting special. When people started working on them,
creating special colorways, that’s really what kicked it off for
what SB is today. I think, I’m sort of proud to
of been there at that time, right at the beginning, and if you look now,
every major fashion house has a sneaker. The idea was like, let’s just do
something which nobody would expect. Let’s fuck with all the materials we
possibly can and let’s do a pink sneaker. And make it kind of quite garish in many ways. And I suppose this is the sneaker. What’s interesting is you got so
many fabrics going on, you got your kind of leather, you got suede,
you got your laminate kind of style. You got a lot going on with
the production here and then also with the record that
was coming out was Never, Never, Land, which was the second Unkle record. And there were these new characters,
so there’s Futura characters printed, it was pretty, it was quite
a bold statement at the time, and then it became the Dunkle, which I don’t
even know who came up with that title, I’ve got a feeling it was just — I
don’t know who came up with it. Whoever did it, it was a great title. But it was just a kind of, in a weird
way it was a kind of joke I think. It was like, you done the Unkle Dunk,
it’s the Dunkle, you know. Like the artist that we’re doing the SB
were sick and that just opened street art and like the culture and
like just seeing everything what they did. You know, kinda changed my life
to like what I’m doing now. I started a brand based on everything
I didn’t like about street wear. There’s nothing to do in Vegas so
I would just be on the Internet all day. And so I just trolled the shit out of
NikeTalk, learning about just the street culture, you know. Street art, street wear, what’s
from NikeTalk in that message board. Still to this day I don’t
care about anything, but like I think people got jobs and
created a whole new industry and new brands just from that message board, and
I think it’s just because of that shoe. Like a shoe can just
change a life you know? That’s why I’m in this car. Shit’s lit. Yeah, the Dunk means everything. Once I first got on Nike,
that was all I skated. Especially the lows. I’ve never skated
highs or mids in my life. What made wanna skate Dunks was
Lewis Marnell, man I miss my dog. He just made them looks so good and
just the way he would just rock him like the whole color pattern or
whatever it was. He always had some dope ones on. In every video part,
just the dopest colorways. Yeah man, we all miss him. The Dunks, it just an all natural shoe,
it’s been around forever, it will ever go nowhere and now,
I know you collect Dunks, you can sell them probably for
like eBay for a couple grand. It’s just trippy to see that,
but Chanel I know. But I dont really collect no Dunks. Whatever I get I skate it for
the most part besides my Jordans. That’s like the only thing I do save. Damn, I tried to do that in front of cops. I know when the Dunk came out,
it was with the times and everything, but you know, when this Dunk Elite project came along
and they’re wanting to slim it down and make it a little more modern I guess,
a little more sleek. I was really psyched. These shoes, you know
when you slim shoes down, I feel like you have more control
over what you want to do. Yeah the Dunk looks cool,
pretty much it. Little pup. Dogs are cool. See I haven’t seen these yet. This is the first time for these. They’re pretty tight. The big differential,
the very, very huge differential is that a skateboarder will most
likely get them and skate them. Snearkerhead won’t. They’ll like save them or,
I don’t know what they do with them. Do they like save them till they die or do
they like, do they sell them eventually? I don’t get it. I don’t know.
Let’s see how they work. They work, they’re perfect. Best shoes ever made, hearing it first. Or actually hearing it last. I don’t really know what I’m saying,
but whatever. No, ask me some questions I don’t know. – Okay.
– Let’s see. The reveal. – The realism?
– Fire. Nice and dark. Sick reveal.

Danny Hutson

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