If you thought that the hype for the Lidl collection was just a passing phenomenon, then maybe you will be disappointed. The famous sneakers of the German supermarket chain are about to return, and the restock is scheduled for May 10. In all over 680 stores of the chain in Italy, you will always find the shoes at the price of € 12.99.
Lidl’s sneakers had been hugely successful last fall, riding the trend of fashion-trolling. On the occasion of the Italian drop, rows of people poured in front of the chain’s supermarkets in an attempt to take home a pair of sneakers. The result was a sold- almost immediate out, with assaulted aisles and packed trolleys, and inflated resell prices. The DailyMail even tells of a British fan who spent over 3,000 pounds on a pair of sneakers, slides, and socks.
Lidl, the supermarket chain founded in Germany in 1930, today boasts over 10000 points of sale worldwide. When she launched her street-inspired clothing line, the sneakers drew inspiration from Nike Huaraches, while the slides featured the brand’s logos and colors. There were also t-shirts and socks, strictly white with the symbol of the German chain visible above to complete the collection. The line, sold out on the online shop, was then accompanied by a lookbook that closely resembles a generic streetwear brand.
If Lidl’s initiative was goliardic, the reaction of customers could represent a further sign of the mass hysteria that has arisen for years around the resell phenomenon. The very idea that a supermarket chain has entered a sector like streetwear so successfully is a success for them and a partial failure for us.