Are sneakers a more reliable investment than property? Gen-Z thinks so

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Selling sneakers online has become a lucrative business for young traders, like 25-year-old Ivana Lim. And women are leading the surge. | melly_singer

women were “virtually invisible” in the space compared to men, who seemed to receive the best colourways and attention from the big brands.The Duchess of Cambridge has been wearing her sneakers by sustainable brand Veja on repeat.Lawrence said in sneaker advertising and marketing, women were often depicted in a sexualised fashion, while images of men more often revolved around athleticism.

Although sneakers are fundamentally a unisex field of fashion, Lim says there are differences in the ways the genders engage, specifically when it comes to hunting “trophy” sneakers. Often this means waiting out overnight, in the cold, at a store; most often it is young men who are in the lines. Lucienne Whealing, head of buying for Stylerunner, says the female sneaker market has been “under-served for so long”.“It’s actually so surprising, when you see the global brands collaborating with amazingly creative and influential females within their respective fields, yet not reaching the market,” she says.

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