Autry’s vintage Americana ethos is getting the Japanese treatment.
The Italian footwear brand, a favorite among Millennials, is collaborating with Japanese designer Mihara Yasuhiro, whose show on Friday during Paris Fashion Week is to include his interpretation of Autry’s signature and best-selling Medalist sneakers.
Marketed through Mihara Yasuhiro’s footwear line General Scale, introduced in 2018 and rooted in the reinvention of vintage shoe designs with a modern sensibility, the Autry x Maison Mihara Yasuhiro General Scale sneakers are intended for both men and women and available in three colorways. They mark Autry’s first co-branded partnership.
The low-top style keeps the Medalist’s upper design true to the original but features a reinvented mid- and outsole. The former is defined by a clay-like, textured surface, while the latter is outsized offering the sneakers a chunkier look.
“Autry is a new standard sneaker brand. In this era of ever accelerating and changing information and trends, this universal style is unrivaled. Autry’s design is timeless and goes against the grain, rejecting the trend-driven approach that dominates today’s fashion industry. I wanted everyone to understand this metaphor by including this co-branded sneaker design on my runway,” said Mihara.
Maison Mihara Yasuhiro, founded by the namesake designer in 1996, is not new to collaborations, having already forged ties with sportswear brands in the past, including Puma.
After debuting on the Japanese designer brand’s runway show, the sneakers will be available from September at Autry and Maison Mihara Yasuhiro flagship stores and e-commerce sites, as well as at select global retailers.
Founded in 2019, Autry was acquired last year by private equity fund Style Capital, which nabbed a controlling, 50.2 percent stake from The Made in Italy Fund and the brand’s founders, the Doro family. In 2023 Autry sales stood at over 110 million euros.
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