As we bid farewell to 2023, the fashion and sneaker culture has woven a tapestry of noteworthy trends, leaving an unmistakable imprint on the scene. Upon reflection, it’s clear that a variety of brands, irrespective of collaborations or general releases (GR), have played a pivotal role in shaping this dynamic landscape.

Throughout the year, we witnessed a diverse array of releases—from cutting-edge designs to the nostalgic resurrection of classic styles—signifying the industry’s ever-evolving nature. As we approach 2024, there’s a palpable sense of anticipation among enthusiasts eagerly speculating about what lies ahead.

In preparation for the upcoming year, we’ve curated a list of brands we believe will continue to break boundaries and set lasting trends, ensuring that the world of fashion and sneakers remains both dynamic and captivating.

Now, let’s delve into the exciting lineup of brands that we believe will shape the narrative of fashion and sneakers in the upcoming year:

Nike

Nike may be too big to fail, not in our lifetime perhaps. They have conquered every corner of contemporary culture. But, heavy is the head that wears the crown. Sometimes it’s not about beating the gods, it’s victory enough to prove they bleed.

Looking ahead to 2024, we can expect familiar pillars like the Air Jordan 39, sequels to their marquee athletes’ signature shoes, and staple events like SNKRS Day to continue.

This year saw Nike SB at the fore with many Sneaker of the Year-worthy Dunk Low releases; from the likes of Supreme, Born X Raised, Jarittos, and Yuto Horigome. But the pièce de résistance would be the Nike SB x Air Jordan 4—the first of its kind.

On that front, the reunion of Futura x Nike SB (the team behind the legendary D.U.N.K.L.E.), and their Dunk Low may be an early contender for 2024’s SOTY. Lest we forget, the Jordan Jumpman Jack‘s imminent arrival. A seismic release expected to dominate the news cycle in the coming months.

There too is the fragment design x Nike Air Force 1 Low that’s also seen to be chaperoned by an apparel line. With Hiroshi Fujiwara celebrating his 60th birthday in February, there could be plans to honor the de facto “Godfather of Streetwear”.

Moreover, Nike has a proclivity for defying expectations, collaborating with unexpected players from industries outside the realm of fashion and sports. They’ve surprised us before with the “Chunky Dunky” and Jarritos’ SB Dunk Low. Who knows? There could be another culinary expedition in the kitchen.

There’s also a Korean wave that’s about to be tidal. NewJeans are on the horizon, and there could be more K-pop artists getting cheques from the Check. G-Dragon could bless us with another silhouette, along with the PEACEMINUSONE x Paris Saint-Germain football kits.

As far as retro releases, the “Eggplant” Foamposites are already confirmed, and the AJ14’s 25th anniversary screams for a reintroduction of the “Last Shot”. The AJ15 might finally enter the spotlight, but the AJ17 will likely steal its thunder first.

Lastly, as the Summer Olympics return in 2024, expect a patriotic wave of country-specific footwear and apparel washing over Paris.

The Swoosh’s dominance means every release is scrutinized, every misstep amplified. They may only be beaten by their own complacency, but their ability to surprise and innovate remains their greatest weapon.

Goliath may have size, but David had ingenuity. In 2024, Nike is both.

adidas

In 2023, adidas heightened its presence in the sneaker industry, showcasing a year distinguished by innovation and style. The highly sought-after YEEZY line officially made a comeback, and the Samba model gained traction as a robust trend.

Noteworthy collaborations, including those with Song for the Mute, Korn, and other influential partners, highlighted adidas’ commitment to blending iconic designs with contemporary influences.

Looking ahead to 2024, as we eagerly anticipate adidas’ next moves, one wonders if there will be another model poised to succeed the success of the Samba, or if adidas will introduce more groundbreaking innovations, perhaps taking the next step in advancing their 4D technology.

The question lingers, adding an extra layer of excitement to the unfolding narrative of adidas in the ever-evolving world of sneakers.

New Balance

2024 promises to be a year of vibrant continuation of New Balance’s renaissance. 2023 saw them making all the right moves, strategically weaving a narrative of collaboration and innovation.

Recurring partnerships with JJJJound, Joe Freshgoods, Kith, and Stone Island, et al., proves New Balance as a brand open to dialogue and fresh perspectives. Even exploring projects beyond the usual suspects, like Palace Skateboards and Aminé.

But 2023’s crown jewel has to be Action Bronson’s 990v6, further solidifying New Balance’s ability to tap into diverse cultural currents. And the good news continues: Bam Bam has already confirmed on The Complex Sneakers Show three 1906 colorways dropping in April/May, ensuring the collaborative momentum carries well into 2024.

While New Balance shares the spotlight with brands like ASICS, it carves its own unique path. They don’t need to compete on the same scale as the industry giants; their dedicated cult following speaks for itself. This loyalty though, shouldn’t hold them back from innovation.

However, the lukewarm reception to the WRPD Runner suggests a cautious appetite for new silhouettes. Nevertheless, New Balance could further explore existing avenues with proven success. Expanding the CRV Mule line would capitalize on the growing trend of cozy footwear, offering versatility and comfort to their dedicated fanbase.

New Balance isn’t just for New England anymore, they don’t have to limit themselves to familiar territory. Tapping into the burgeoning markets of Asia and Latin America could be a powerful move. Region-specific collaborations, like their SBTG x Limited Edt MT580, wouldn’t just expand their reach but also foster meaningful cultural connections.

It’s also vital to remember that not all trends deserve blind worship. The success of Sandy Liang x Salomon, Martine Rose x Nike, and Ceillie Bahnsen x ASICS demonstrates the growing demand for collaborations catering to women’s footwear.

New unique colorways, performance shoes designed for female athletes, and collaborations with influential female voices would be a significant step towards inclusivity and untapped market potential.

Salomon

In 2023, the prevailing trend of gorpcore aesthetics took center stage, thrusting Salomon into the spotlight as a standout brand. This outdoor-inspired style seamlessly transitioned into a staple for urban individuals, reflecting a fusion of functionality and fashion.

Tapping partners including Bone Soda, Palace and Maison Margiela, Salomon’s collaborations and exclusive releases provided a unique lens into the brand, showcasing its versatility and ability to adapt to diverse tastes.

As we look forward to 2024, the anticipation builds, and it’s reasonable to expect Salomon’s popularity to continue its upward trajectory.

ASICS

In 2023, ASICS made an indelible mark on the sneaker landscape by forging a series of impactful collaborations, notably with esteemed partners such as GALLERY DEPT. and UNAFFECTED.

Amidst a myriad of diverse releases, the GT-2160 emerged as a standout, boasting a distinctive design that resonated profoundly with sneaker enthusiasts. The brand didn’t stop at this iconic model; they also introduced other noteworthy additions to their lineup, including the GEL-NYC and more.

As we eagerly look forward to 2024, it becomes increasingly evident that ASICS is poised to maintain its prominent position at the forefront of sneakerheads’ interest, solidifying its reputation as a trailblazer in the ever-evolving world of athletic footwear.

Reebok

A tectonic shift might be brewing at Reebok, with Shaquille O’Neal and Allen Iverson taking the helm as President and VP of their basketball division. But basketball aside, Reebok has a powerful weapon in its arsenal: history.

Remember their pop culture dominance of the ’80s and ’90s? Fashion is cyclical, and the time is ripe for Reebok’s classics to reclaim their throne.

Reebok’s rich archives are a treasure trove waiting to be rediscovered. Captivating campaigns chronicling iconic athletes, past collaborations, and pivotal cultural moments can rekindle nostalgia and connect with a new generation unfamiliar with their legacy.

Additionally, with Gorpcore being a growing trend, they could release more utilitarian options like A$AP Nast’s Zig Kinetica 2.5 and the Floatride Energy Argus X.

The Instapump Fury might resurge, but the Beatnik could be the real game-changer. With the current love for Crocs and Birkenstocks, the chunky, comfortable Beatnik might just be the shovel that digs Reebok out of any slump.

Reebok’s path to the top might be a perfect storm, a confluence of factors aligning in its favor. And when that day arrives, the East might be the driving force. Collaborations with South2 West8, Needles, or FTMD. could propel Reebok even further, proving that their resurgence has global roots.

HOKA ONE ONE

In sync with the gorpcore trend that dominated 2023, HOKA ONE ONE seamlessly embraced the outdoor-inspired aesthetic, aligning itself with the likes of Salomon.

While the brand didn’t indulge in a multitude of collaborations throughout the year, it maintained a steady and notable presence with exclusive colorway releases and the introduction of new silhouettes such as the Ora Primo and Restore TC.

As the calendar turns to 2024, there’s a palpable sense of anticipation regarding what more HOKA ONE ONE has in store for enthusiasts. The brand’s ability to navigate the gorpcore trend with a unique flair suggests that there are undoubtedly exciting offerings on the horizon.

PUMA

PUMA, the brand with the leaping cat logo, finds itself in a similar position as Reebok: poised for a comeback. And like Reebok, their history is a potent weapon in their arsenal.

Their vibrant past, entangled with music and sports, holds the key to rekindling nostalgia and captivating a new generation. Imagine campaigns celebrating iconic athletes like Pelé and Maradona, or cultural moments (like Tommie Smith and John Carlos protest at the 1968 Olympics) that shaped the brand’s identity.

But PUMA doesn’t have to just revisit the past. With A$AP Rocky at the helm of their F1 division, the brand is poised for a rejuvenation, and his influence won’t be confined to the racetracks. In the next few years, it will permeate the entire fashion line. Let Rocky call the shots—his streetwear pedigree and cultural cachet speak volumes.

But they’re not neglecting performance. Right now, they’re laying the groundwork with LaMelo Ball and Scoot Henderson. And they’ve entered the super shoe arena too with the PUMA FASTROID NITRO as their gambit.

Whatever the trend, whatever the stage, PUMA has something to offer. They’re like those young NBA stars—full of potential, waiting to blossom into champions. Once again.

Vans

Vans could go off the wall and onto the podium. They have transcended their skateboarding pedigree and for better or worse, it’s now a lifestyle brand. It’s a big part of why they’re still around today compared to their contemporaries like DC, Emerica, and Osiris.

Their secret sauce? Sticking to a winning formula. The Sk8-Hi, Authentic, Era, Old Skool—these evergreen silhouettes haven’t seen radical revamps because, well, they don’t need it. They already tick the boxes for a massive demographic that sees Vans as an extension of their laid-back, expressive vibe.

The beauty of Vans is its inherent “blank canvas” appeal. Their silhouettes are a playground for collaborators. Remember the Mikey February x Vans or the Advisory Board Crystals x Vans? While divisive or niche, they showcased the diversity of possibilities.

Even minimalist takes like JJJJound’s Sk8-Mid proved that simplicity can be a statement. And who can forget the year’s home runs: Goodfight’s Mary Jane OG Style 93 LX, the Mac Miller Authentic, and the unexpected yet iconic Gucci Vault x Vans lineup.

Here’s the thing: Vans doesn’t need to tinker with its classics. They’re perfect just the way they are. That familiar checkerboard is a badge of individuality, a canvas for self-expression. The trajectory of Vans might not change drastically in 2024, but with the right collaborator, they could have another monumental hit on their hands.

MSCHF

MSCHF has undeniably stirred up the fashion and sneaker scene with the introduction of their Astro Boy-inspired Big Red Boots and the bizzare AC.1. The brand’s prowess in innovation shines through their unique and daring sneaker designs, showcasing a distinctive approach that resonates with enthusiasts seeking something beyond the ordinary.

While word is out that the “Wavy Baby” kicks are catching a ban, thanks to Vans throwing down, don’t sleep on MSCHF–even though the “Wavy Baby” run might be on pause, you know they’re cooking up something fresh for the sneaker scene.

As we approach 2024, there’s a heightened anticipation surrounding what MSCHF has in store for sneaker enthusiasts. The brand’s track record of pushing boundaries and defying expectations suggests that exciting and unconventional offerings await in the coming year.

Clarks Originals

The Wallabee—the quintessence of Clarks Originals—hasn’t strayed far from its blueprint, even through countless collaborations. New materials, textures, and colors might adorn it, but the Wallabee remains true to its core.

Hip-hop legends like Notorious B.I.G., Slick Rick, and Ghostface Killah cemented its cultural cachet decades ago. But recently, the Wallabee’s mainstream presence has exploded.

While collaborations with VANDYTHEPINK and GOD SELECTION XXX have already showcased the Wallabee’s versatility, it would take much less to make Clarks’ case for Sneaker of the Year. Just lend their hallmark crepe soles to Ronnie Fieg and the adidas Samba.

Beyond the Wallabee, Clarks have oft-forgotten gems like the Desert Trek and Weaver they could retrofit with modern materials and colorways, adding depth and diversity to their offerings.

Ultimately, Clarks Originals is not about chasing trends—it’s about staying true to their authentic heritage while subtly adapting to the times. And in a world of fleeting hype, that’s a refreshing and lasting appeal. The Wallabee and its brethren will continue to resonate, not just in 2024, but for generations to come.

Converse

In 2023, Converse has successfully fortified its catalog with contemporary additions that resonate with current trends, exemplified by models like the Run Star Legacy CX and the revival of the iconic Weapon.

Moreover, the classic Chuck 70, a timeless staple in the brand’s lineup, has undergone transformative collaborations with influential names in the fashion scene, including Rick Owens and fragment design, underscoring the brand’s ability to seamlessly blend heritage with innovation.

As we ponder the future of Converse in the year 2024, the question lingers: will they continue to venture with their timeless classics, forging new paths with iconic silhouettes, or will they surprise us with the introduction of something entirely fresh and unprecedented?

The anticipation grows as sneaker enthusiasts eagerly await what Converse has in store for the evolving landscape of footwear fashion.

Crocs

Crocs deserves their own documentary. How they went from cringe to cult, from strange shoes to fashion-forward footwear. The crocodile may be its mascot, but their story is really the ugly duckling’s.

2023 has been a very good year for them with collaborations with some of pop culture’s biggest IPs like Star Wars, Shrek, and Demon Slayer; the world’s biggest names like McDonald’s, and K-pop group aespa—in addition to a great list of others.

They’re a brand so audacious that a partnership with MSCHF seemed like a formula for disaster on paper. But what we got is the ultimate irreverence of every type of traditional mores, debuting the Big Yellow Boot during Paris Fashion Week. Perhaps it’s this audacity that’s made Crocs so cool, even J. Cole said he’d “wear Crocs at the O2 arena.”

Crocs could possibly step into the runway spotlight even more, having had collaborations with MCM and Balenciaga already, pushing the boundaries of design and turning the once-humble Classic Clog into a coveted fashion statement.

While sustainability is the new black, Crocs can recalibrate with plant-based or recycled plastic versions of their offerings, accommodating to conscious consumerism while preserving their legendary comfort. For what it’s worth, Crocs has announced that they plan to cut their 2.56kg of CO2 emissions in half by 2023.

Crocs may not have to make any big moves next year and just enjoy the inertia it’s built in the last few years. There’s no need for a radical change to their MO unless they can pull another Bembury-esque visionary into the fold.

Birkenstock

With Crocs in the picture, we can’t help but mention the other prevailing name in the anti-sneaker scene–Birkenstock. While the brand may not have ventured into impactful collaborations with popular cultural phenomena like Crocs’ anime partnerships, there is a sense of anticipation regarding their potential to introduce something exciting in the coming year.

Notable models, such as the Kyoto mules and the Arizona sandals, currently stand out as noteworthy offerings among their collection. Looking ahead, there is a growing curiosity about the possibility of future collaborative endeavors that could bring fresh and innovative designs to the forefront.

Moreover, there’s speculation that Birkenstock might diversify its offerings by introducing new contemporary silhouettes, further expanding its presence in the ever-evolving world of footwear fashion. The upcoming year holds promise for Birkenstock enthusiasts, with the brand poised to explore new avenues and push creative boundaries.

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As we embark on the journey into 2024, the canvas of fashion and sneakers awaits the strokes of innovation and creativity. The anticipation among enthusiasts is not merely a passive observance but an active engagement with the unfolding narratives.

As we turn the page to a new chapter, it’s our collective expectation that the brands we’ve spotlighted will not only meet but surpass our expectations, leaving an indelible mark on the tapestry of sneaker culture. The stage is set for a year of groundbreaking designs, memorable releases, and the continuous evolution of the ever-inspiring world of fashion and sneakers.

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