Dior has launched a special website ahead of the drop of its Air Jordan 1 OG Dior in a bid to stop resellers buying all the shoes.
Kim Jones, Dior Homme’s creative director, unveiled the luxury label’s collaboration with the Nike sneaker brand at the pre-fall 2020 show in Miami in December. The designs – a high-top and low-top sneaker – were meant to hit shelves in March, but the launch date was pushed back due to the global pandemic.
On Monday, Dior teased details about the hotly-anticipated designs, and has now shared further information via a microsite created especially for the drop.
Fashion fans will be able to get their hands on the sneakers, which retail for between $2,000 (£1,600) and $2,200 (£1,770), on a first-come, first-serve basis, and must register their interest online at capsule.dior.com. Made in Italy and edge-painted by hand, the high-top and low-top styles “pay tribute to Dior’s excellence and savoir-faire while drawing inspiration from the rich heritage of both brands” brand reps said.
Potential buyers will need to state their preferred style, size and pick-up location, and are able to register only once for the style and size. If selected on a first-come, first-serve system, customers will be guaranteed the opportunity to buy the pair they want. Personal data needs to match their official ID, which will need to be shown at the time of purchase. Recipients will also be required to present a QR code that will be sent to them.
For the Chinese market, a separate online experience will be held via a WeChat programme.
“Jordan Brand and Dior are both emblematic of absolute excellence in their fields. To bring them together is to propose something exciting and truly new,” Jones said on the capsule site.
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