The Air Max 1 was, in many aspects, a revolutionary sneaker. It was the first to show the world the Air technology, which would mark the very manner of design and produce sneakers in the following years. And then the silhouette, designed by Tinker Hatfield, entered strongly in the imagination of each sneaker-head.
It's been 30 years since that release, the materials and the shapes have changed t, but the charm of the Air Max 1 OG has remained unchanged. The sneaker is one of the two protagonists of the editorial that we made for the Air Max Month.
The other is Tedua, a symbol of the new Italian rap scene, who has always reinvented himself. Came out of nowhere, Tedua has been able to make inroads into the Italian record industry with out of the ordinary lyrical skills, ability in dancing, and his particular attitude, a humble and Gascon attitude of those who knew the darkness and from the darkness have been enriched. Tedua repeatedly said to be inspired also by the Italian songwriting, mixing it to the drill, proposing something that rarely was seen in Italy.
From this mix of tradition, innovation, street culture and knowledge the idea of "Fast N' Loud" has born, which immerses Tedua in a car vintage imagery, contrasting it with the modernity that Nike Air Max brought along.
Fast N' Loud: fast as his rise, strong as his music.
Talent Tedua
Photography Vincenzo Schioppa
Styling Silvia Di Grazia
MUA Maeve Mc Elholm
