Why follow the rules when you could make your own? In the age of rebellion against conformity, Converse has responded. Start From the Bottom is not just a campaign, but also an invitation to be different.

To celebrate the Chuck Taylor All Star, Converse hosted a START FROM THE BOTTOM #ChucksFirst fashion show in Johannesburg at Sally Mustang, Kramerville. Some of South Africa's most talented designers were featured; RI.CH Factory, Gulexy Creations, DEAD, Prime Obsession and Rich Mnisi. Each designer’s collection showcased their interpretation of starting with a pair of Chucks.

The designers were each given the starting point of a pair of Chucks to build their outfits from, and this was interpreted with the unique perspectives of each designer. The collections were a showcase in the diversity of the Chuck silhouette, showing the progression of starting your outfit with a pair of Chucks.

“The START FROM THE BOTTOM #ChucksFirst fashion show was just the start of more things to come," says Bradley Knowles, the new group Marketing Executive.


Start From The Bottom is all about not doing things the way that you’ve been told, but rather the way that you want to do it. It is more than just thinking about your Chucks first. It is about subverting the norms of getting dressed and challenging what is established.

The Converse Chuck Taylor All Star is already the perfect starting point to any outfit. By putting on your Chucks first, Converse is proposing a shift in thinking, and the confidence to take on the world with a new perspective. A pair of Chucks is the first step to doing anything you feel like doing. #ChucksFirst


The show was streamed live on the Converse South Africa IG account and Facebook Live pages so that no one missed out. The fashion show can now be viewed on Converse Instagram TV as well as on the dedicated microsite https://chucksfirst.co.za. Be sure to check it out so that you can experience a front row seat to the #ChucksFirst fashion show.


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