Som­boon Muangsirik­wan

Thailand Tatler - - FEATURES -

There are sneaker en­thu­si­asts and then there sneak­er­heads. Som­boon Muangsirik­wan most def­i­nitely fig­ures among the lat­ter. A fa­mil­iar face in the sneaker land­scape in Thai­land and abroad, he is more com­monly known as Jeed. His re­la­tion­ship with sports shoes be­gan long be­fore to­day’s boom­ing ob­ses­sion and came about as a re­sult of his in­ter­est in the hiphop cul­ture, which, let’s face, it is syn­ony­mous with sneaker cul­ture. Hav­ing a fa­ther who is a fan of Michael Jor­dan buy­ing him sports shoes reg­u­larly from abroad cer­tainly helped to get Jeed started. “I’ve also played bas­ket­ball—an­other driver for the sneaker scene—since I was young,” he says.

It was in 1996 that Jeed’s in­ter­est in these shoes was con­sol­i­dated, a time when sneaker brands in­creased in­no­va­tion. It was also then that he be­gan to take an in­ter­est in Ja­panese fash­ion, which fed the idea of sneak­ers hav­ing a greater pur­pose than sim­ply sports­wear. He owns sev­eral Nike Jor­dans with the in­fa­mous Air Jor­dan 1 orig­i­nal from 1985 be­ing the first pair he was truly proud to own. Nike’s Re­act El­e­ment 87, the lat­est very limited cush­ioned life­style re­lease, is his go-to pair at the mo­ment. Like all true sneak­er­heads Jeed keeps his shoes in im­mac­u­late con­di­tion, clean­ing them ev­ery night be­fore putting them back in stor­age.

He’s been a col­lec­tor for over 20 years and a Nike Thai­land in­flu­encer for around 10 years, the lat­ter en­abling him to com­bine his pas­sion with work, for which he is grate­ful. Ten years ago, his col­lec­tion reached the 500 pair mark. “I stopped count­ing a long time ago,” he laughs. “Back in the day, when there was a pair that I truly loved, I would buy three,” he says. In line with the mind­set of all true old school col­lec­tors he adds, “One to stock, one to rock, one to trade.”

Al­though it is hard for him to sin­gle out an all-time favourite pair, he is cur­rently fond of the NikeCraft Mars Yard 2.0, the re­sult of a col­lab­o­ra­tion be­tween Tom Sachs and Nike and in­spired by Sachs’ meet­ings with NASA’s spe­cialised sci­en­tists. In ad­di­tion to his role as a Nike in­flu­encer, Jeed is also a creative con­sul­tant to sev­eral brands in­clud­ing Nike, Hen­nesy, Belvedere, Siam Dis­cov­ery and Club 21 Thai­land and is cur­rently work­ing on a PR/mar­ket­ing project with Siam Dis­cov­ery while main­tain­ing his vlog Sub_cults, a dy­namic plat­form on Face­book for travel.

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