October 29, 2009


For those who are into exclusive shoe collection and sneakerholics. Who have been looking for something fresh in the buyers market. Then search no further because something hip, funky and freshly mind-blowing has hit the Jozi ground.Feiyue sneakers have finally landed in Soweto.

Pronounced Fei-ue; in Chinese. Feiyue sneakers originate in Shanghai in the 1920s, then crossed continent to Europe in 2006. Now crossing continents to Africa for the first time and arriving in Johannesburg Soweto in 2009. By bringing the shoe across continents, came the opportunity to bring diversity and something new into the community and grow the sneaker culture in the country.

Launched on the 18th October 2009 to create brand awareness and help establish the sneaker, the Thesis social jam session team was hard at work to create the ultimate Asian theme party ever hosted in Soweto. The theme “from shanghai to Soweto” which takes the concept of putting the sneaker into travel became the motive of the party (Refer to pictures on flickr): http://www.flickr.com/photos/thesissocialjamsessions/. A photo shoot using the BRT system that’s being introduced in the city, we used the same concept to introduce something new to our people.

The venue was converted into a mini Shanghai with the use of paper jets, Chinese paper balls and shanghai landscape photos to create the image of shanghai in Soweto. The Djs Ben, Omi, playkstat and the Wireless G serenaded the crowd with music varying from nu-jazz, futuristic soul, break beats, tribal and neo soul

Both the (brands TSJS and Feiyue) are inspired by urban art, music and travel. It became no surprise that the sneaker settled well in this part of the African continent, it was well received by the audience who attended the launch.

So if you are a sneakerholic and are looking for the next best collection, don’t hesitate to bring Feiyue to your home.

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