Melody Ehsani is the latest woman to design a Jordan sneaker.
Melody Ehsani's Air Jordan 1 has yet to be released, but its resale worth is already at around $480 . When the designer —who previously collaborated with Reebok — dropped the sneaker one week ahead of its Friday, November 15, launch, bots took over her namesake brand's website, causing the Los Angeles-based founder to turn down a slew of orders and sell the shoes via Instagram DM instead — first come, first serve.
And so it's crazy because my business is really founded on word of mouth — like one girl telling the next girl telling the next girl, which women are really effective at — but it's evolved to a bigger machine than that. A lot of these companies have figured out how to do that in a very linear way, where you can count and measure everything, and so that's caused us to pivot a little. But it's constantly changing.
They're really different in the sense that the cities are so different. They almost have different personalities. The L.A. store has become more of a community space for us because we host events all of the time. We're also down the street from Fairfax High School, which is really cool because we get a lot of the girls from there, so it sort of turned into this"big sister on the block" vibe.
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