SOLE SISTERS : JASCMEEN

The sneaker industry has made major strides in increased women representation in the past decade. There’s a rise of women in creative positions and they’re taking the community in the right direction. We’ve gotten over the “shrink it and pink it” era and have seen improvements in sizing and color ways.

We now have a seat at the table that is diverse, but it isn’t fully inclusive yet. Instead of our influences and experiences being told, it’s usually focused on the collection and accomplishments. In shining a light on our stories, it could change the way women enter and move in the community.

We sat down with 4 women to highlight a woman’s point of view - from the sneaker journey to our community and influences. Our first feature is Jascmeen.

JASCMEEN

The Origin Growing up in the Bay Area, Jascmeen describes how different Bay Area culture is compared to other cities. It enabled her to distinguish herself from the normal stereotypes placed on women and taught her the importance of storytelling.

“Coming from the Bay Area, [sneakers] are just part of the culture and I think the reason is twofold. On one hand, there’s the story telling component. I think about Gary Payton, a hometown hero, and the popularity of the Air Zoom Flight 98s. A gorgeous design, but I believe the Bay would have supported just about anything he put out because of that story. Because he’s from Oakland and one of our own...

On the flip side, there was very much coolness attached to aesthetics and I think that's just as important. Getting the Jordans in your school colors was paramount. Maybe that is storytelling, stories we were making and didn't know it. Like I don’t think anyone from the Bay would say the Playoff 11s are popular because of the MJ legacy, well not entirely, that shoe has its own Bay legacy and moment in time. So it wasn't getting into sneakers in the categorical way - it wasn’t like if I wear sneakers I'm a tomboy or I must play basketball. It was all flyness...

I remember a certain Air Max in middle school that I obsessed over - the Air Max TN Ultra and Air Max Plus II were in heavy rotation for me. The Olympic 7s were the first shoe I camped out for in ‘04, and the black/metallic gold 1s were another big deal for me in ‘03... They were my high school colors so it was CRUCIAL to get a pair.”

The Lost Art of Storytelling

Jascmeen is a sneaker historian, from acquiring a certain knowledge towards sneakers to researching and editing sneaker bios for websites later in her career. As cardinal as the meaning behind things are, she explains how stories should not be weaponized to keep people out of the community—she opens up about her experiences dealing with gatekeepers, specifically at a convention she was a part of saying,

“Our team had gotten exclusive pairs to wear and we were really excited but it brought a lot of the worst kind of sneaker people to our booth. It wasn't even the people you would think, like a young reseller type dude, it was the older guys that would be aggressive and ask us a lot of stupid questions so I was really let down by them...

It’s another way for people to block people from entering the space. I feel like I'm pretty good with history and my facts but that was my job and the culture I grew up in. I don't think that storytelling should eliminate people the way people like to say.”

Storytelling and history surpasses her love for sneakers and is moreover incorporated in her style and fashion. Whether thrifted or from a more curated space—she’s able to create her own narrative that highlights who she is.

“I’m more so drawn to things that have a story... That’s what got me into vintage and thrift from trying to emulate the people who inspire me: Bob Mackie, RuPaul, Marilyn Monroe, all the Bollywood icons. My favorite characters from “A Different World,” 90s It Girls like Halle Berry in “Strictly Business” and “Boomerang.” People and characters who are very intentional about how they dress and always have sort of a “nod and a wink” about things.

You wouldn’t think there’s a connection between RuPaul and Michael Jordan, but there is! When you look at the storytelling infused into these silhouettes, whether it’s a dimpled upper inspired by MJ’s love of golf or 3M to light up in sports photography; that’s drag, baby!”

The Community and the Future

“I’ve met so many women in the sneaker community from social media, and I think that continuing to form bonds and extend support to one another is key. Another thing would be to dismantle gatekeeping; which exists both outside and within the community”

The game has definitely changed and it’s not just in the ways of reselling—the market has expanded. Storytelling has both evolved and devolved, everything’s changed, except the lack of women and women of color in positions of power. I’m optimistic about the future because I do think real recognizes real. From a style perspective, there’s always a pendulum—a bell curve whatever to trends. The beauty is getting off the merry go round, wearing what you like, and retaining the same joy I had for those Air Maxes in 8th grade.”

Photography and Interview by Ramona Matias