A look behind the scenes of a movement that has long been more than just fashion.
Sneakers are culture. Period.
What was once considered a mere sports accessory or basic skater gear is now a billion-dollar market—and, above all, a subculture steeped in emotions, stories, and identities. But where do all these trends come from that suddenly dominate everything? How does a simple sneaker suddenly become a must-have, something people camp for or pay four-figure sums for?
And most importantly: How does a store like SneakerZH actually decide what goes into the shop – and what doesn’t?
Trend or hype? And what's the difference?
Not every hyped shoe automatically becomes a long-term trend. Hype is loud, short-lived, and often artificially created—through collaborations, influencers, or limited editions. Trends, on the other hand, often emerge more slowly, are more sustainable, and have a deeper cultural significance.
Example: The Nike Dunk was sold off cheaply years ago – today it's a symbol of an entire scene. Why? Because it captures the spirit of the times, not just the eye.
At SneakerZH, we pay close attention to this distinction. We don't blindly follow every hype – we curate consciously. Our selection isn't based solely on sales figures, but on conviction. When we include a shoe, it's because it stands for something: for style, history, relevance.
How sneaker trends are created (in real life)
Here's a little reality check: Trends rarely originate in the design studios of major brands. They originate…
- On the streets of New York, Tokyo, London, Berlin – but also Zurich. Where people wear, combine, and customize sneakers.
- Through communities: skaters, rappers, sneaker customizers, sneakerheads. The real movers and shakers are often not designers, but cultural creators.
- Through storytelling: A shoe without a story remains a shoe. Only through emotion, context, and meaning does it become a cult object.
- Through collaborations that make sense: Patta x Nike, Sean Wotherspoon x adidas, Travis x Jordan – when collaborations happen out of passion, you can feel it.
What does SneakerZH do with it?
We observe, listen, and are part of the scene ourselves. We talk to our customers in the store at Körnerstrasse 8 , analyze trends on Instagram, and engage with sneaker stores around the world.
But most importantly: We trust our instincts. Because sneakers aren't just products—they're statements. That's why you'll find a selection here that's not only contemporary but also full of personality.
We focus on authenticity, quality and cultural relevance – not on the loudest headline.
Zurich has more influence than many think
By the way: Trends are emerging in Zurich, too. Maybe not with the same fuss as in LA, but with genuine style and taste. We regularly see clients with unique styles, custom pieces, or vintage pieces – and we celebrate that.
That's why we want to bring even more local flavor in the future. Our planned relocation (psst... more on that soon!) will make just that possible: more space, more community, more culture.
Your style. Your scene. Your store.
SneakerZH isn't a store that tells you what's cool. It's one that inspires you to celebrate your own style. We're part of sneaker culture—not just a business.
When you buy a shoe from us, you're buying a piece of history. And when you browse our shelves, you're browsing a curated selection made by true sneaker lovers for sneaker lovers.
Interested in helping shape the next trends with us? Then come by – or stay tuned online:
🖤 sneakerzh.ch
📍 Körnerstrasse 8, 8004 Zurich
And yes—the new spot is coming. Soon. Stay tuned.
