Fashion


Women’s sneaker lovers are a powerful bunch, but often underserved by the very culture they’re obsessed with. The hottest shoes drop in only men’s sizes, color ways are limited (or all together bogus)—read ELLE.com’s report of what 14 women had to say at 2018’s SneakerCon and you’ll get the idea.

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Nike wants to change that. Though they’ve always celebrated women (take The 1 Reimagined concept for example), the brand is taking things one step further. This week during Paris Fashion Week, the brand revealed Unlaced, a new retail concept that’s pretty much sneaker heaven for women.

Set to launch online on March 27 and roll out in stores through the summer, Unlaced is what I like to call a love letter to women: a new space focused specifically on women’s products in both sportswear and performance. And they’re using the word space a little conceptually here. Nike Unlaced will be built into global retail locations and also have a footprint on the Nike website.

A floor tiled with sneakers at the new Nike Unlaced space in Paris.

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Lockers at the Nike Unlaced space in Paris.

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Hot sneaks on display at Nike Unlaced.

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If you’re in the market for any sort of Nike sneaker—whether its the next drop from Virgil Abloh x Nike The TEN, a collection previously only produced in men’s sizes, or a new pair of running shoes for that summer race—you will interact with Nike Unlaced.

Off White for Nike sneakers at Nike Unlaced.

Courtesy of Nike

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In addition to offering styling suggestions, and perks like same-day delivery and exclusive hours for VIP members, Nike is also working with women curators from across the globe to choose product that runs in the stories and online. You may recognize the first curator, i-D senior fashion editor and street style star Julia Sarr-Jamois.

Tyler Joe

Sneakerheads male or female will appreciate the singleminded dedication to the art at Nike Unlaced. And women everywhere can celebrate Nike making space, quite literally, for women.



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