Sneaker king plants his imprint on street fashion
WHEN Hayden Manuel saunters into the boardrooms of global conglomerates in his sneakers, his “intel” on what’s hot on the streets is taken as gospel.
The Cape Town creative consultant never imagined that his obsession with sneakers would one day turn him into South Africa’s leading authority on indigenous street culture.
It is his upbringing on the notorious Cape Flats with its underground culture that is helping brands such as Nike, Puma, Asics and Red Bull talk to their target markets without boring or losing them.
“There’s only so much that market research can divulge about a particular audience; the knowledge lies in living and experiencing street culture as if it were your only nature,” Manuel, 30, says.
He has been a collector of sneakers since he was a kid and has lost count of how many he owns, but believes it is about 80 pairs.
He never imagined that his passion for sneakers and “hood” fashion would help him carve out a career. Besides his street smarts, Manuel has a degree in business administration.
In 2007, he was invited to participate in a focus group for a sneaker-cleaning product.
It became the launch pad for his career as a creative consultant.
Two years later, Nike South Africa started consulting Manuel on what was “flying” on the streets when it came to fashion. “It took a while for reality to sink in . . . Here I was being asked by one of the world’s biggest brands for my opinion on what’s cool to wear on the streets. Me!”
Better known as Hake$y the Vet Ket, Manuel believes street culture in South Africa is thriving. “Street culture is not necessarily SOLE BROTHER: Hayden Manuel is a consultant for Nike and other footwear and recreational clothing brands seeking street cred a physical thing, it’s a mindset that encourages creativity, expression and social commentary. The internet and social media were game-changers as they opened up the world to us.”
When it comes to what is acceptable workplace attire, Manuel has a different view. “I’m 30 and have never owned a pair of formal shoes in my life. The world is a very different place than it was 10 years ago.”
While hood fashion has become high fashion throughout the world, South Africa lags behind. “Our fashionistas and celebs tend to come to the party a bit late. The kids on the street are much quicker.”