‘Made by You’ - Converse sneakers as a subcultural icon

This thesis will discuss the similarities between subcultures and Converse as a brand under the topics of self-expression, rebellion and customisation. This thesis will demonstrate these subjects through Converse’s advertising campaigns. Converse has developed the values that subcultures possessed, the sneaker has became popular amongst people rebelling against the mainstream culture. Icons such as Sid Vicious, Ian Curtis and Kurt Cobain were all Converse wearers and were famous for their alternative music and their enthusiasm for breaking boundaries. Figure such as these helped form an image for the sneaker brand. The minimal design of the shoe allowed for it to be a base for self-expression. Converse as a brand is still consistently growing and altering in their consumer market. This thesis will discuss the rise of the All-Star sneaker from sports wear to subcultural icon. Demonstrated within this thesis is how Converse was and will continue to be a subcultural icon.