It was definitely a learning curve and a transition from working with my best friends every day and having the time of my life because at Complex we worked but more so had fun because we were always attending events/parties and traveled. I knew I wanted to eventually work for a brand so ending up at KITH worked out perfectly for me.
#WOMENS ADDIDAS SAMBA HOW TO#
My biggest takeaway from working there is that working at a company is very political and you have to know how to get along with others, be liked, make sure that everything is smooth and learn how to be a team player. I never went to college so that was basically my college experience. Working at Complex was the best time period of my life because it was so much fun.
Can you describe your experiences working at both of those companies and what your biggest learning lessons were from each? Your gateway into the fashion industry was through Complex and later on at KITH. I felt like I needed to follow my own vision because building someone else’s dream didn’t feel fulfilling and there was no purpose in that for me personally.” “I learned that I need to be an entrepreneur because that’s what I’m meant to do. I also had a pair of white Dunks with royal blue Swooshes and that was another pair that really stood out to me. I got those from Goodfoot back when you were able to just walk into a store and pick them up off the shelves without any line. Is there a specific pair that you find really memorable that you had in your collection back then?Īround the time that I was either 13 or 14 years old I remember having the Nike SB Dunk Low “Taxi Cab.” It was a bright blue colorway with black accents and was definitely one of my favorites. I was a pretty avid buyer of sneakers, but they were definitely harder for me to find because I would typically wear a men’s seven even though they were way too big because that was the only way you could wear sneakers as a girl as they didn’t really make girl sizes back then. I actually used to wear a lot of Nike Dunks, both high and low. So as a result, you would definitely catch a lot of people rocking Nike SB Dunks and Vans.ĭo you remember what shoes you wore a lot growing up? The skate scene was pretty big thing if you lived in Calgary.
Was there a specific silhouette that was very omnipresent throughout Calgary? They both just had the best brands and the best sneakers. We had one or two streetwear stores called Group Seven which no longer exists, and the other was Goodfoot which - to this day - I still think is one of the best sneaker stores that’s ever existed. What was sneaker culture like while you were growing up in Calgary, Canada? Now that I’m getting a little older, I typically will pander towards heels or boots, but when I do rock sneakers I tend to stick with the classics. For me, I think his affinity for Air Maxes and Shox really translated over to me. When Nike Shox first came out, he was definitely really into those as well. In terms of his favorite silhouettes, he really loves the Air Jordan 1, and he really loves all Nike Air Maxes, more specifically the Air Max 97. So he’s actually a mailman and comfort is really important to him. What would you say his influence was on you in terms of sneakers?
HYPEBEAST: Who or what got you into sneakers?ĮO: My dad was a sneakerhead in high school, and to this day he still collects sneakers, so I’d say they’ve just been around throughout my entire life. HYPEBEAST had the opportunity to catch up with the female entrepreneur to talk about the origins of her love for sneakers, the differences between living in LA and Paris and more. Oberg made the conscious decision to select the adidas Samba for her Sole Mates feature, and this makes perfect sense considering that her overall style is heavily reliant on both versatile and classic pieces. It always piqued her interest from an early age - thanks to her father who has had a heavy influence on her fashion sensibilities - but the storytelling and energy behind sneaker culture has largely influenced her taste, aesthetic and career trajectory. Despite the fact that she is the founder of a fashion imprint, in a lot of ways, it’s footwear that has played an integral role in her success.
#WOMENS ADDIDAS SAMBA PROFESSIONAL#
Over the course of her professional career working as a stylist, being an on-screen talent for Complex during the uprise of streetwear and sneaker media, working as KITH‘s Creative Lead for its women’s category and being a brand founder, Oberg has developed a keen understanding of the grit that it takes to not only have a vision, but to execute it.
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