A few weeks ago, I decided to head to Paris to show support to my friend Aljoscha in his latest venture expanding Solebox to Paris. See below how it went down:

I stopped my alarm before it even went off - I had been awake for a minute.

Still in a slumber daze I got up, hopped in the shower, a few degrees too cold for comfort, but I have to shake the Z’s out of me. It’s a big day. Solebox is opening in Paris.

4AM I’m on the road, Endtroducing by DJ Shadow on the speakers and I can feel it: today is a good day. The kilometres go from triple digits to double digits and finally to single and before I know it, DJ Shadow, Cut Chemist, RJD2 and Mac Miller have made this trip go by with the blink of an eye.

Ah, Paris. You wonderfully-chaotic beast. It seems like just yesterday we were hitting the streets during Paris Fashion week and enjoying everything it has to offer, but something is different: streets are quieter than usual, people are starting to wake up from their Friday festivities, but that’s not it. This was just a few days before the torch was lit for the Olympic Games, and there’s a certain excitement in the air.

Due to traffic restrictions I decide to park in Republique, jump on a Lime bike and boy-oh-boy does this feel good. The blood starts pumping, and I’m excited. It has been a while since a retailer has opened a new store.

I cycle through Marais which is extremely quiet, hit Pompidou continue to the area with the museums, and can’t help to think what a privilege: just a few hours ago I was at home in NL, now, Paris… simply beautiful. I continue my route and make it to the 1st arrondissement.

I park my bike around the corner, and I see it from afar. Happy campers that have spent a couple of nights out front of the store. An uncommon sight nowadays with most launches being online or raffles; something that has been missing in this specific neighborhood for 6 years now after the closing of Colette. This is the place Aljoscha chose for Solebox as the destination for their Parisian adventure.

Solebox queue and Marvin doing crowd control.

The store itself is striking: bright yellow as a contrast to the surrounding commerce makes it stand out, but in a fitting way. After all, Parisian storefronts are bright, have great character. The sight is beautiful, the Parisian community welcoming the new kids on the block. Managing the crowd: a familiar face - Marvin. He towers over everyone, and most people know him: he was the sneaker section manager at Colette, and then Kith, and between the gigs, some time exploring entrepreneurship.

I greet Marvin and I walk in: the store has an easy layout. Shaped like a capital “J” and entering from the corner I’m met by racks elegantly displaying clothing from the brands you’d expect, but what stands out: Solebox own brand commemorative tee.

The walls merit a sneaker enthusiast wildest, deepest -and wettest- dreams. A beautiful selection of iconic sneakers: AF1 Linen’s, HUF Air Max 1’s, Sunder Max, anda selection of Jordan retro styles. At the far end to the left, a staircase that leads to a community space. A room with a circular couch with the walls lined with stools and a high table along the wall. A space for people to come together, work, talk, and simply hang.

Back downstairs the store is buzzing: customers are slowly trickling in trying to get their hands on some of the restocks Solebox announced: AJ1 x Travis Scott Lows “canary yellow’s”, Jumpman Jacks, and Nina Chanel 3’s (one of the contenders to sneaker of the year, in my humble opinion).

But that’s not all: Solebox has also opened with a collaboration exclusively available at Solebox Paris: an Adidas Handball Spezial in white with yellow stripes that match the store. The insole also comes with the address in a typical Parisian street name sign. The twist to the sneaker itself: it comes in a premium buttery leather versus the suede this model is known to be executed in.

The twist of the twist: the sneaker is on preorder, so any interested parties that are in Paris can get their hands on the sneaker which will drop in November - a method that has been previously used by Aime Leon Dore, Highs and Lows, etc. where the idea is to make the collab as accessible as possible, only limitation: you have to be there.

The store continues and leads to an arch in the far end wall that opens up to Coffee Inn: a specialty coffee venture by two friends with the ultimate goal of offering a very complete experience to the consumer journey.

But what throws me off guard is the sneakers painted/dyed in brown simulating a rotisserie chicken slowly turning in a glass case. Strange to see this in a coffee spot, but nevertheless a fun one.

I come a bit closer to the display and notice that it is a selection of collaborations Solebox has done over the years… Reebok, Bape and Adi on display, slowly turning to enjoy every angle of the shoe.

I enjoyed a coffee outside talking to some friends and there was a constant flow of consumers, of which 90% were leaving with a bag, even after the restocks were gone. I stuck around for lunch, had another coffee, and then went back to my car mid afternoon. I was in bed by 11PM at night with a smile on my face: this is what it’s all about - sneakers, culture and friends.

Solebox Paris Opening

Reading on the road.

Dreams do come true.