Converse Rolling Out First Chuck Taylor Update In 98 Years

But the updated sneaker will have some bells and whistles, including a padded tongue, perforated suede lining and more durable canvas.

When the demographic of Converse began to change in the 70s, it was because subcultures (like surfers, then skaters) were adopting the Chuck Taylor All-Star, yet today the shoes are both mainstream while still keeping that association with creative and alternative cultures. Before they were Chucks – the stuff of teenage rebellion and rock “n” roll – they were just Converse’s All Stars, basketball shoes introduced in 1917 by a company that had mostly been making galoshes. He added that the more comfortable materials and small design tweaks haven’t ruined the shoe’s classic appeal. Converse is betting that could help the shoe catch on with people who like the style but want more support, even if purists baulk at them.

Owned by Nike since 2003 (and purchased for an estimated $305 million), Converse was the brand’s first footwear to be marketed under a different logo.

“(We’re) ushering in not just a new sneaker, but a completely new way of thinking”, Calhoun said in a press release of the Chuck II brand.

In addition to the live unveiling of the new Chuck II, Richard Copcutt, Vice President – General Manager of Converse All Star, gave guests an inside look at the unique consumer obsession that fueled the creation of the Chuck II, including the hours Converse spent living alongside artists and musicians.

“The brand is very much on top of their game right now”, said Matt Powell, an NPD Group analyst who writes the blog Sneakernomics for Forbes. (Although, let’s face it, the holes in the canvas are part of what makes a good pair of Chucks a great pair of Chucks.) Finally, Converse did dare to mess with the patch, but few can argue it isn’t an improvement. Nearly exactly like them, in fact.

Of course change is inevitable, but how can we forget these darling shoes that have defied the odds of oneupsmanship for decades as a heated rivalry played out in the athletic shoe industry.

From the outside, the Chuck II will look a whole lot like the original.