Guide
Almost always too tight: the most common pitfalls of kids’ shoes
by Michael Restin
Sneakerness founder Sergio Muster on sneaker trends, NFTs and the allure of collecting
11.5.2022
Translation: Katherine Martin
From 7 to 8 May, Zurich played host to Sneakerness – the biggest sneaker convention in Europe. When I ask founder Sergio Muster how you get an event like that off the ground, he’s got an answer up the sleeve of his streetwear which seems almost too simple to be true. But despite the simplicity, it’s not all rainbows and sunshine. We discuss this, his thoughts on NFTs and the location of his impressive sneaker collection in our interview.
Sergio, Sneakerfest is the largest sneaker convention in Europe. How did you manage that?
Sergio Muster Ideas are often born out of need, problems or challenges. In my opinion, companies that are created this way last a particularly long time. For me, it was no different. I bought a pair of sneakers on eBay and, unfortunately, found out later that they were fakes. I thought, «no way». There needs to be a sort of bazaar, a flea market, where you can display, swap and buy sneakers. That’d be cool, right? And because I already had some experience in organising events, I put together a small team. Adidas Switzerland got wind of the plan relatively quickly and wanted to support us. Obviously, I was stoked. It was actually supposed to be a small but stellar sneaker bazaar. Then we were suddenly talking about a real event with booths and shops who’d signed up.
And the event has been running for 14 years now!
That’s right. Officially 14, but we unofficially say 13 because Covid robbed us of a year. After we started up, I had two goals. One, to land an interview with Sneaker Freaker magazine, which is practically the bible for sneakers. Two, to see our posters displayed in foreign countries. In other words, to establish the event outside of Switzerland. I managed to do both. Today, Sneakerness is held in nine countries. We’ve set up a well-oiled machine there.
Is it all just plain sailing with Sneakerness now or are you always polishing and perfecting it each year?
It’s definitely a challenge. The thing about street culture is that it’s ephemeral. The trends are constantly changing, technologies are developing. This has got even more extreme in recent years because of social media, online publications and the increasing numbers of younger consumers. Brands can’t plan long-term campaigns any more – it doesn’t make any sense. We need to rethink our own communication every year, too. Instagram is pretty much obsolete already. If you’re not on TikTok, you’re out. Hey, I’m almost 40, I’m clueless about TikTok (laughs). On top of that, there are now NFTs, the Metaverse ... So, you’ve got to be very agile so as not to become out of touch.
Speaking of NFTs and the Metaverse – fashion is increasingly becoming digital. How do you think the sneaker scene and your event might change as a result of that?
It’ll certainly affect the utility. I believe in a fusion between the digital and the physical, an «and» instead of an «either or». People can’t just live life online. They’ve got to use their senses, to feel and taste. But you can, of course, do an insane amount of cool stuff with digital sneakers. For example, I have a Nike NFT and it looks so incredibly cool in digital form. You just can’t achieve details like that in the real world.
Apart from that, I’m sure you’ve got real shoes that are for looking at instead of wearing. What’s the attraction of simply owning them?
That’s a very difficult question. During the pandemic I often asked myself the same thing. I was actually someone who wouldn’t wear the same pair of sneakers twice in a row. I have a first world problem: I could wear a different pair of sneakers every day for three or four years, but in the last two years, I worn maybe ten pairs in total. I haven’t even touched the others. Now you’re obviously wondering why I even have them. It’s not like I’m always going down to the basement to look at them. There are a couple of pairs that I just wanted to own because they’re limited editions, or because they have a story or a certain value attached to them. They’re for my personal stash. The rest have just been added to the collection over the years. But I’ve decided to donate a large part of it.
Right, now I’m curious. How many pairs of sneakers do you own at the moment?
Between seven and eight hundred.
Where can you store that many shoes??
In the basement, in my apartment, at the office, at my parents’ place. Let’s just say, in Bern and Zurich.
Source: Ella Mettler
Do you collect anything else?
Sure, wine! (laughs)
With wine, is it just as hard to get your hands on certain makes? I have the feeling that today’s reselling culture with raffles and absurd prices makes sneaker fans’ lives incredibly difficult.
Another difficult question. That really does apply to every sector. Whether it’s wine, sneakers or cars, there are always going to be people who want to get rich. If you genuinely want to buy the shoes so that you can wear them, it’s not always that easy. But if you want to get them for a regular or fair price, it’s up to you find a way in the end. There’s always a way, after all. Make some calls, stand in line, scour the right websites and social media platforms. In that sense, there are far more ways to get your hands on things these days. You used to have to fight tooth and nail for stuff – I’d fly to the USA to buy shoes. Today, it just takes a couple of clicks.
You’ve fallen for fakes on eBay in the past. With the mass of shoes at Sneakerness, can you guys guarantee that only originals are changing hands?
We’ve got a couple of people there undercover. But they’re really focusing on special makes with very limited availability – the Travis Scott Jordan 1 being one example. With those, you know you’ve got to keep your eyes peeled. The beauty of Sneakerness is that the community polices itself. If someone’s caught selling fakes, they’ll be ratted out and their entire reputation is ruined. I’ve got a good story about that happening to me at an event in Cologne. I was at a booth, talking to somebody, when suddenly some kids of about 14 or 15 came up to me. They tapped me on the shoulder and said: «Hey Sergio, we just wanted to let you know, booth number whatever is selling fakes.»
Last but not least: what’s the pro’s verdict? Which sneakers do I urgently need this year?
Hmm, there are two options. You could either go down the fashion route, which would be the Nike Jordan 1s. We’re really noticing that at our pop-up in Zurich main station at the moment, too. I feel like the Nike Dunk Low is dominating at the moment. Or you could do for Asics. I’m super happy with them right now. At the moment, they’re positioning themselves between performance and fashion, and I find them really straightforward.
Sneakerness Zurich took place between 7 and 8 May. You can find more upcoming event dates here.
Laura Scholz
Senior Editor
Laura.Scholz@digitecgalaxus.chAlways in the mood for good hits, great trips and clinking drinks.
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