L.A. Gear, the ‘80s and ‘90s shoe brand that announced a relaunch earlier this year, says it expects the second in a series of collaborations with multiplatinum recording artist Tyga to be another slam dunk.
Building on the momentum of its sold-out first collaborative sneaker with Tyga, the Liquid Gold L.A. Lights, L.A. Gear President Lance Jackson says he now has the ammo to keep the new styles coming.
The Black Nubuck L.A. Lights by Tyga has the brand’s signature light-up feature and was available exclusively at Shiekh Shoes on Hollywood Boulevard on Friday, May 1. The brand followed that Friday exclusive with a wide release at all Shiekh Shoes locations across Southern California over the weekend.
“Our collaboration with Tyga and release of the Liquid Gold L.A. Lights has created a lot of excitement and buzz with the brand, and in particular, this iconic L.A. Gear Lights style,” Jackson told FN. “The Black Nubuck L.A. Lights style is the second colorway of four or five that we are releasing with Tyga, and we believe this will do just as well if not better than the Gold.”
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On March 31, L.A. Gear released only 500 pairs of the Liquid Gold shoes, featuring a solid metallic-gold upper with black highlights and a black outsole with lights in the heel, and has been working with the “Ayo” rapper to create more retrospective styles.
“The Light Ups are iconic, so that’s what we wanted to continue the launch with,” said Tyga, the brand’s creative consultant, in a release. “The [Black Nubuck L.A. Lights] are clean and simple, with a nubuck material. The Gold’s were limited edition, but the blacks will be our first wide release.”
Jackson told FN last month that Tyga shared the brand’s passion for creating retro styles and that he was excited about continuing to work with the rapper.
The brand is still waiting for sales number from the weekend’s release of the Black Nubuck, but Jackson remains optimistic that the brand is primed for a comeback.
