New Zealand Digital Creator: Jessy Hemara

What was the moment you first got drawn to sneakers, and which pair of sneakers triggered your passion?

My interest in sneakers started with my passion for Hip Hop culture. Sneakers were the most Hip Hop thing I could connect with at an early age, so when rappers and artists release shoe collaborations, I'm automatically interested. Over the years, there's been an increase in artist collaborations, the most notable being Kanye West and Travis Scott.

My favorite sneaker moment in Hip Hop was the G-Unit x Reebok G6 low top released in 2003. This shoe and the S.Carter x Reebok collaboration started my passion for collecting sneaker.

What’s one moment or trend in the history of sneaker culture that resonates with you?

One trend I've fallen to love with is the custom aging process. There's been DIY custom tutorials on my FYP showing how to yellow the soles with coffee or Ritz dye.

I'm a huge fan of sneakerheads wearing their shoes as it shows evidence of age and adds character to the shoe. Unfortunately, the cost of an OG 1985 Jordan 1 is almost unattainable that when retros are released, we love making the shoe appear 'vintage' while still being brand new and intact.

My favorite sneaker customizer is @andu.c; he also does album cover-inspired custom sneakers.

Please describe how it feels to you when you get and wear a new pair of kicks?

I honestly turn into a kid. I'll drop everything I'm doing and instantly start thinking of fits to style them with. I wear my shoes to the point that I get them dirty QUICKLY, so I spray them with Crep Protect straight out of the box. I also recommend getting shoe trees! Most of all, I'm grateful to have them.

What are some of your favorite creators/designers or brands and why?

I admire Le Fleur by Tyler The Creator. I feel like Tyler is the epitome of being yourself and continually encourages people to chase their dreams. Le Fleur reflects this well with how much range and creative freedom has been put into everything released. For those who are fans of Tyler, I highly recommend his show Nuts + Bolts.

I also have a deep appreciation for Virgil Abloh throughout all of the work he's done with Pyrex, Off-White, and Louis Vuitton. He can detail the creative process instead of showing just the final product.

What is one sneaker collaboration that doesn’t exist, but you wish/think should exist?

I would love to see Salehe Bembury x Nike Footscape. Salehe Bembury has become super popular in the sneaker community due to his recent collaborations with New Balance and Crocs. I think he would go crazy on this particular Nike silhouette, and I'd personally love to see more Nike Footscapes on shelves, haha.

What are some of the current pairs of sneakers in your rotation?

Here are the shoes in my current rotation: Skepta x Nike Shox, Adidas Samba, Clarks Wallabees, Koru Dunk Low (@kiwi_club_nz), and Travis Scott x Nike Air Max 1 'Baroque Brown'

What is your ultimate holy grail sneaker that you have not managed to acquire so far?

Most of my grails stem from my passion for Hip Hop culture or my love for Air Max 1s. Here's the list of pairs that I set my eyes to: MF DOOM x Nike SB Dunk High, Air Max 1 x Patta 'Chlorophyll', N.E.R.D. x Nike Dunk High, College Dropout Bapestas, and Wutang Dunk High

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Other than kicks, what are some of your daily essentials or treasured items?

I'm currently reading Dilla Time: The Life and Afterlife of J Dilla, the Hip Hop producer who reinvented Rhythm by Dan Charnas, so lately, it's been that. I also need and treasure my headphones and Olympus Mju II film camera.

Where can people find you on social media?

Instagram: @jessyhemara

Tiktok: @mami3stacks

Youtube: I was involved in a New Zealand Sneakerhead documentary last year. See here: New Zealand Sneakerhead Documentary 2021

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