Will gray sneakers dethrone white sneakers?

It all started with a lunch break. The stomach gurgling timidly, a little “hey, do you want to go get something to eat?” launched to colleagues, followed by a lively discussion about who wants what. Verdict: this lunchtime, it will be takeaway from the local Korean restaurant. I put on my coat, telling myself that I would quickly be back at the office, a bibimbap and a Coke Zero under my arm. Little did I know that I would also come back with an idea for a topic (as well as my dish and my drink, don't worry).

Is gray the new white?

I set off in search of my feast with my nose pressed to the paved ground : it was raining and, perched on my eight-centimeter heels, I was afraid of slipping and breaking my face. That's where I saw them . Everywhere, to every foot that crossed my path. Gray sneakers . Of all shapes, all volumes, all brands.

I felt like I missed an episode - not an episode of Friends , no, an episode of LOST right in the middle of season 4.

I had clear flashes of 2014, a time when the Adidas Stan Smith was king after a dazzling (and very well marketed) comeback. It then sold like hot cakes and then fitted the feet of… literally everyone . “When did gray sneakers start replacing white ones?” I asked myself as I stood in line to order. “And how did I manage to only realize it now?” (for this specific question, the answer is quite simple : I'm as short-sighted as a mole and, wearing almost only heels, I don't particularly monitor news in the sneaker world).

Especially since over the last nine years, a multitude of models from various brands have successfully entered the profitable white sneaker market. Ask around: who has never had at least one pair of white sneakers in their wardrobe ? And even at BonneGueule, we released our own versions.

A new rival for the white sneaker

Let's be clear: the white sneaker did not wait for Adidas and its Stan Smith to become essential and was so, well before the mid-2010s. However, it would be dishonest not to recognize the impact of this particular model on the "casual chic" style over the last decade and above all, the uniformity and standardization that resulted from it . To think that it has even become acceptable to wear white sneakers with a suit to a wedding!

And since this big boom, its success has only been ascending. You just have to look at the figures: according to a study conducted by the marketing agency Rakuten, white sneakers were still the most searched for model in 2020 , with a 115% increase in searches compared to the previous year. Another study from the company NPD Group reports that sales of white sneakers increased by 40% in 2020 compared to 2019... even though overall shoe sales fell by 20% due to the pandemic. of COVID-19.

But it is clear that a rival has arrived on the scene and is starting to nibble away at the big pie of popularity. In 2023, the white sneaker now shares the spotlight with the gray sneaker . And I'm not saying that based solely on the fact that I encountered around ten pairs in the space of a quarter of an hour within a radius of 300 meters around my work . Nor because we have just released our own model, the Almeida ( available here, for the most curious ). No. I have proof to back it up.

Once back at the office (and after wolfing down my bibimbap), I contacted Stylight, a global search platform dedicated to fashion products. Its teams confirmed to me that “ searches and clicks for gray sneakers increased by 29% in 2023” (an analysis carried out for the period from January 1 to April 25, 2023, in comparison to the same period in 2022, in 15 markets).

I also took a look at Google Analytics (see graphic above). We can clearly see that interest in gray sneakers has only increased over the last five years - with a peak in searches for the start of 2023.

In short, something tells me that this is only the beginning...

Lots of benefits

The huge popularity of gray sneakers is not surprising, and in my opinion is the result of several factors.

To begin with, the advent of two styles:

• normcore , a contraction of the words "normal" and "hardcore", which consists of cultivating a style considered "more banal than that you die". Dad inspiration from the 90s, with sweatshirt, jeans and... "big ugly sneakers" (also called "dad shoes") on his feet.
• athleisure , a mixture in English of “athletic” and “leisure”. There, pieces originally designed for playing sports are worn in everyday looks. Comfort is king.

If the white sneaker is often thought of in smooth leather models and with a classic and minimalist design , the gray one is interpreted in a much more streetwear and sportswear style . It therefore fits perfectly into the current aesthetics mentioned above, very trendy among the younger generations.

I also think that there is a certain weariness with the abundance of white sneakers. Mathieu, our sneaker fan sales advisor who participated in the design of our gray Almeida, says it himself: "What I like least is when everyone has the same ones on their feet. I prefer to find the pair that the others don't have. Adopting a gray pair would therefore be a way of wanting to stand out from the crowd.

Finally, let's talk about the obvious... white sneakers get dirty really quickly! This may seem secondary but honestly, that's what has always bothered me with this model ( it hasn't stopped me from buying or wearing it...! ). And I can't be the only one. No, really, I CANNOT be the only one to exhale very hard and roll my eyes when I discover yet another mark on my white sneakers. I am therefore almost certain that the fact that a gray sneaker is already gray ( well ), and therefore is damaged much less quickly than an immaculate version , has attracted a large number of customers. It's a way to buy yourself a little peace and avoid being neglected if you're the type of person who doesn't pay attention to your things (or, in my case, is too lazy to clean them after each exit).

How to wear gray sneakers?

The color of the gray sneaker means that, like its white cousin, it is very easy to integrate it into looks without taking the risk of making a misstep. Need outfit inspiration? Here are a few.

Gray sneakers have this sportswear touch that I love to see used, especially in urban and more casual chic looks. Nothing stops you from wearing them in a very sporty/athleisure outfit (you do what you want), but I have a weakness for this type of silhouette :

Above, our model Marin wears a pair of BonneGueule gray Almeidas with:

• a pink Newport shirt ( color that works very well with gray )
• the Glenoe mac in beige, for the classic and timeless touch which contrasts with the modernity and the more street and casual side of the sneakers
• the Izumo khaki pants, whose unique texture creates relief

Below, our sales consultant Mathieu wears the gray Almeida with raw jeans, a checked overshirt and a red cap. The 90s spirit works really well.

Two other look suggestions by Mathieu.

On the left, a more streetwear and urban option for gray sneakers. The khaki Glencoe mac mixes with a gray hoodie, raw jeans and a green cap for a touch of color.

On the right, the Almeidas are worn with a blue blazer and white jeans.

The final word

Notice to aficionados of white sneakers: these still have a bright future ahead of them. Classic and timeless , they are, like a trench coat or a cotton t-shirt, a reliable basic in the men's wardrobe . Extremely versatile, they can be worn easily in all everyday situations and even in more formal looks (married with a casual suit, for example). In short, it is the elegant and easy option to adopt. And above all, white sneakers are currently available in enough different versions so that everyone can find the one that suits them best, without having the feeling of being "like everyone else".

For their part, gray sneakers offer an alternative that will undoubtedly appeal to those looking to break away from the classic style, without taking too many risks. After all, we're talking about gray - not neon orange . Enough to insert them into a multitude of looks, their color mixing wonderfully with... all colors. Much less messy than the white ones , they are a practical option that lends itself to daily and urban wear - and a real relief for those who worry about stains. Finally, the sportswear spirit of the most popular shapes of gray sneakers allows you to have fun and push the limits of your style.

Will gray sneakers one day dethrone white sneakers? Above all, I think that each is queen of its own category : white for a timeless style, gray for a more sporty and current style. It remains to be seen whether, like its immaculate cousin, the gray sneaker will endure over the decades.

And you, what is your team?