Social Cache.
A Nemo blog. Dealing with uncommon cents.

The retail market of skateboarding is saturated with a dizzying array of shoe brands releasing signature models featuring athlete names. The athlete benefits from the deals through both sponsorship and cash payment. In return, the brand can earn a tidy sum from sales fueled by the buzz of a hot athlete name. But, what happens to a design once the athlete and sponsor decide to part ways?

The situation can be sticky because ownership differs with each brand. Etnies and its sub brands retain full rights when an athlete leaves, but some brands like Osiris will reissue a shoe without the athlete’s imprint. Others throw caution to the wind and keep an original design on the market.

Often, it’s accepted that the ownership of a model lies with whomever was responsible for the initial design and concept. If the athlete develops the design, they usually have rights to the shoe when they switch sponsors. But, if they initially did little more than picking the style out of a lineup of options and had their name stamped on it, the sponsor will usually retain the rights.

Kelly Bird of Lakai relates that “you can patent or trademark technology, but you can’t really do that with design.” Because of this, it’s completely possible that multiple brands can output similar models. If the demand and money are there, it’s likely to happen.

How do you think this gray area should be defined? Would you be more likely to side with the athlete or manufacturer if contention arises?

Laura and Kate Mulleavy, the sister duo behind three-year-old high fashion label Rodarte are not your typical designers. Most noticeably, they don’t drape themselves in fancy designer goods (some of their dresses can cost upwards of $20,000.00). They instead stick with the basics, preferring gray Hanes t-shirts paired with jeans and sneakers. And, an existence in suburban California is preferred in lieu of the fashion mecca of New York City.

Their foray into the esteemed fashion world wasn’t done in the standard way, either. They didn’t secure initial backing for their label from a financier or a fashion conglomerate. Instead, Kate sold off her entire collection of rare records while Laura waitressed until recently. Both still live at home with their parents in Pasadena, California and remain humble despite establishing a critically acclaimed label in three years’ time.

Part of Mulleavys’ success can be attributed to an unwavering work ethic coupled with a wild imagination. The draw inspiration in unlikely places ranging from electronics stores to motorcycle rallies. Perhaps the most amazing part of their story is that neither went to school for fashion design (instead settling on degrees in art history and english). Their design skills are completely self-taught.

Currently, the Rodarte clothing line is sold in 42 stores worldwide and the Mulleavy sisters are regarded around the world as a fashion fairy-tale story. But, behind the scenes, they work relentlessly to innovate and push the envelope with layering and colors.

Some fashion critics bag Rodarte as being too art and concept driven instead of producing wearable clothing. I disagree. Their unwavering vision and dedication to design and innovation makes them stand tall among their peers. The concept of clothing as art should be embraced in this brave new world.

The current Rodarte collection can be viewed on Style.com.

Sports, technology, iconic brands and social networking all wrapped up in one package – Nike+ there are only winners here. The Nike+ Sports Kit has allowed athletes to share their data with friends and others who then compete online. This coming together of computer and running shoe technology between Apple, who’s iPod is a way to gather and upload the runner’s data (speed, distance, steps etc) and Nike who’s shoes include the Piezoelectric accelerometer for measuring the data.

And now a campaign to register runners globally to run a 10k and have every mile tracked whether they run, walk or jog and Nike will count those miles towards a charity of its choice. Time to get away from the monitor.

Images courtesy of Style.com

For Fall 2008 ready-to-wear, designers are pulling out all the stops when it comes to shoes. Some are so beyond what would even be considered footwear on this planet (and that’s part of the fun). Fashion and the process of experimentation that goes along with it shouldn’t be taken too seriously. But, I have one question: can you actually walk in these sculptural masterpieces?

Mark Lewman our CD at Nemo who works on the Nike 6.0 brand came up with the idea of freezing the 6.0 shoes into blocks of ice, so Nike found a rad ice sculptor guy to come out and carve an 8 ft tall Mogan Mid. See below.

Then the kids had at ‘em to see who could be the fastest to thaw out the shoes and win a free pair.

More pics here.

Stop 3 of the AST Dew Tour is in Portland this weekend. And if you are 21+ you can come to the AST After Party – click here for info and to RSVP.

Teens of generations past rifled through their parent’s closets for remnants to add to their latest and greatest looks. Perhaps their friends would be in on the action, but that was the end of it. Now, they can pile on the relics of bygone eras, snap some digital photos and blog about it to the entire world.

Three teens named Stephanie, Tavi and Arabelle are featured in the brand new issue of the New York Time’s T Magazine in an article in which they interpret high fashion styles with only their parent’s clothes mixed with inexpensive basics.

Some readers were not impressed, calling these girl’s looks unoriginal and painting them as greedy consumers. I disagree with the negative reactions. These teens are still growing into their own styles and personalities and are brave enough to share their experiences with the world. Instead of sitting in front of a TV, they’re writing and publishing articles on topics that they’re passionate about and learning the valuable skills of using a digital camera, self-publishing and social networking in the process. By running popular style blogs, they could be setting themselves up for future internships and careers in the worlds of fashion and magazines.

Teens that are staying out of trouble and producing content that makes them proud should be commended.