Much more than a regular brand, Converse has become an icon in it’s own right, without which the history of sports and music over the last four decades would be very different. We’re not going to tell you anything you don’t already know if we say that music—whatever the style—and Converse have always gone hand in hand, few being the clothing items that can boast the same influence as the Chucks by Converse. From punk to the modern astral beatmaking, passing through grunge, hip hop and indie pop, Converse has always been there, supporting the creativity of the young and creative, those very same people that over the years have defined the contours of our pop culture.
As of late, Converse has adopted an even more active stance towards musical sponsorship. The brand has just announced the inauguration of Converse Rubber Tracks, a communal studio located in the heart of Brooklyn (a studio any band can have access to and record for free with professional equipment and musical engineers). Besides this, there’s the project 3artist1song, which promotes the union of attractive musicians with dissimilar sensibilities looking for a way to combine their creativity in just one song. First it was Pharrell, Santigold and Julian Casablancas. Then Bethany Cosentino ( Best Coast), Rostam Batmanglij (the brains of Vampire Weekend) and Kid Cudi. And the next ones? For the next release, Converse has crossed the pond towards the UK.
This creative ménage à trois encouraged by Converse has rounded up three different generations of British musicians. Hot Chip, Bernard Sumner and Hot City didn’t “know what love was” until the brand of the star paid them a honeymoon in a recording Studio. “ Working with Alexis and Joe (Hot Chip) and Hot City in the studio, we each brought a different element and the result is a unique collaboration that is refreshing and one which I love.” These are words of Bernard Sumner, member of two of the most influential bands (Joy Division and New Order) in the history of British music. It seems like the pleasure is reciprocal: “Being able to work alongside Bernard, whose music has been a huge influence on us since we were young, and Hot City, who are creating some of our favourite new records, was an amazing experience, ” said Alexis of Hot Chip. “ As soon as we began the collaboration it was a very quick and easy process – ideas would pass back and forth immediately, and we had a great time experimenting together in the studio.” The result of this collaboration is “ Didn’t Know What Love Was”. The track, which will soon have a video, can be downloaded here. The next artists to participate in Converse’s “3artists1song” are Graham Coxon (Blur), Bill Ryder (ex The Coral) and Paloma Faith. That release is scheduled for January.