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The craze for Nike Air Max trainers spread far and wide
Topic Started: 30 Jun 2014, 01:23 PM (173 Views)
thraineoy
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At the time, they were also adopted by those on the nineties dance scene, where ravers often stayed up all night partying in fields.Experts say the new trend for the Cheap Nike Air Max 90 is down to a new nostalgia for the era, when Britain for the most part enjoyed a flourishing economy.Adam Saville, clubs editor for the publication DJ Mag, told The Observer that youngsters are increasingly turning to the nineties for inspiration.He said: 'When the future's bleak, there's a fetishisation of what came before.

People are looking back as if it was some sort of golden age.'Sarah Raphael, online editor for I-D magazine, added: 'It's the rule of the 20-year cycle.'The 00s relived the 80s with Dr Martens; the 10s are reliving the 90s and sportswear is back.'For designers and celebrities, the famous cushioned trainers are must-haves once more, as the dance music revival harks back to an era of baggy clothes and sports fashionDizzee Rascal had a customised pair,Nike Air Max 90 Women UK basketball star LeBron James an entire line, and clubbers, hip-hop stars and runners throughout the 1990s would rarely be seen without them.

Now, on the 25th anniversary of the Nike Air Max 2014 UK, Nike's most famous cushioned trainer, the shoes are enjoying another surge in popularity.Spotted on the feet of celebrities ranging from Rita Ora to Barack Obama, the bubble-soled shoes have transcended their origins to become a coveted wardrobe staple, embraced across the worlds of fashion and music. "It's not just about any old pair. Labels, styles and specific details are all-important," said Hannah Almassi, fashion editor of Grazia magazine, who said that owning a pair of 90s kicks had become an obsession for trainer fans.

Online retailer Asos reports a significant increase in sales for the latest spring/summer 2013 range. "We have seen a 320% growth on Nike Air Max 2014 UK Store trainers on the same period for the previous year, making them the casual wardrobe staple," said Nichola Carroll, branded footwear buyer for Asos. "There has been an increase across all trainers. Key styles range from branded retro running styles, such as New Balance, to high- and low-tops, with bold colours proving popular."
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