Social Status & Play Cloths Acid Wash the Reebok Pump AXT

Transitioning a sneaker from its originally intended athletic purposes over into the lifestyle category is a common practice these days, but we’ve only scratched the surface of the possibilities. The materials, colors, and prints that we’re seeing on shoes these days are pushing boundaries with each new season and making models that have been around for decades seem fresh and fall in today’s market.

As brands take strides to stay progressive with their aesthetic choices, more times than not, it seems to be the classic formulas that win out, but it’s when those two philosophies meet that some of the most intriguing ideas surface. Rather than trying to reinvent the wheel, it can be more impactful to instead reinterpret a time tested concept in a way that feels new and innovative.

Easier said than done, but the Social Status x Play Cloths team-up on the seldom-seen Reebok AXT manages to do just that with a bold take on the denim sneaker motif. Sure, we’ve seen plenty of denim-based shoes in recent years, but none that have been done quite like this. With the full upper draped in blotchy acid washed denim, the shoe achieves a strikingly unique look that  instantly contorts the essence of the AXT in the process.

Reebok Beatnik Braindead 2020 Play Cloths catalog and Social Status‘s history in the denim game, their three-way Pump AXT collaboration is set to release this Saturday, May 24th through their respective retail channels with a wider release the following weekend at select Reebok accounts. We caught up with Social Status owner, James Whitner, to discuss the shoe, the shop’s relationship with Play Cloths, and more, so continue on for the full interview and a gallery of Pump AXT preview shots.

Urlfreeze News:  For anyone out there who may not be familiar with Social Status, can you give us a little background on the store’s history?

James Whitner:  Social Status was started as a denim brand before we opened as a retail store in 2011. I had a boutique prior to Social Status for 5 years that helped me create the relationships and get the experience needed to create the engine that makes Social Status go. We have 5 locations: Charlotte, NC, Greensboro, NC, Raleigh, NC and two in my hometown of Pittsburgh, PA.

SN:  How did the opportunity to do a shoe with Play Cloths and Reebok come about?

James:  We are a certified account for Reebok, so that gives us the ability to create collaborations within the Reebok line. When we originally became certified, it was a no-brainer to do something with Play Cloths. The creative director for Play Cloths is like family. He also mentored me when I got in the business, so it was natural for us to put something together.

SN:  How does the three-way partnership work in terms of the collaborative process? Who handles what when actually designing the shoe?

James:  Once you figure out that you are going to have a three-way partnership, you have to have a general direction you want the collaboration to go into. In our case, we knew we wanted to do something denim simply because it’s at the foundation of what we built Social Status on. The Play Cloths team took the what and created what we see today.

SN:  The Pump AXT is still a relatively obscure model as far as retro Pumps go. What made you guys choose that silhouette for this project?

James:  The Pump AXT is a very underrated model. We searched the Reebok archives for something that would support a fashion/lifestyle guy. It’s a Pump, but doesn’t scream athletic.

SN:  Is there a specific concept or crossfit behind the intention or was it more about just creating an interesting make-up of the AXT?

James:  For us, its always about creating dope product and telling a story. This shoe was purely about making something that embraced the lifestyle experience.

SN:  Please give us a rundown of the colors and materials and why they were chosen.

James:  We were rooted in denim, so it always makes sense for us to start there. The Play Cloths team has been working with a lot of acid washes over the last few seasons, so we went with acid wash and added the pop colors because it supports the denim so well.

SN:  Now that Social Status is getting involved in the collab game, what are you guys bringing to the table as far as your vision and approach to these projects?

James:  You can always expect us to tell a story and give you something that means something to us and our DNA. We are a lifestyle and fashion boutique, so expect us to be forward and push the envelope a little more than just picking a popular style from a brand and adding pop colors to it.

SN:  What can we look forward to from Social Status in the future? Are there any more collab projects currently in the works?

James:  Yes. We have a ton of things cooking in the pot. Expect projects from New Balance, Asics, Saucony, Adidas, Etonic and Reebok sooner than later. I don’t wanna give much more detail or that will take all of the fun out of it.