Jordan's Sweetheart

by Lori Lobenstine

Vashtie Kola, aka Downtown's Sweetheart, has made history! She's the first woman to collaborate on a Jordan shoe, and she's giving guys something to cry about cuz it's not for them! Here's what she had to say in an exclusive FSF interview. You’ve always been a big Jordan fan. What was it like when they approached you about doing a shoe?  And how did it happen? Definitely, been a fan for a very long time. The brand has always resonated with my personal style and being able to collaborate with such an iconic brand has been an extreme honor. The conversation about me designing the silhouette started very organic, and I was very enthused about it. Although, in business I'm used to conversing about possible projects that sometimes never come to fruition...and collaborating with such a legendary brand seemed so out of reach it was almost comical to think about it. But the next day, I was on the phone with the team going over ideas. By that point I didn't have much time to celebrate because I went right into coming up with ideas, color stories, etc. I kept one of the biggest secrets of my career for a year, and I'm finally glad I can talk about it now!

Your design seems to capture both the fashion-forward feminine side of you and the keepin-it-real tomboy history in you.  Can you talk us through the choice of silhouette, materials and colors you used to accomplish this? 

The choice was easy. It was the 25th anniversary or the JORDAN 2, a silhouette I have always loved for many reasons. Since the JORDAN is essentially a male shoe, but this line would be offered to females, I thought it was important to stay true to the masculine elements and create a balance with feminine elements. The silhouette would remain the same, but it was important to create a story that fit me and my brand, as well as Brand Jordan and the sneaker loving girls who would purchase the shoe. The colors violet and purple have become sort of my signature, especially because of my clothing line VIOLETTE NEW YORK, so I naturally leaned towards it. The slight silver accents pay homage to the 25 years the model celebrates this year. Overall I wanted the boys to see this shoe and drool. We girls have always had it rough when a guys shoe is made and they aren't offered in small sizes for us. I wanted the shoe to also appeal to a male audience and let them live our pain. ;)

This tomboy's rocking her pretty new kicks for real!

In general, how does being a self-proclaimed tomboy influence your work?

My tom-boy style has just always been me. it's the style I always liked and gravitated towards which makes me very comfortable. Anyone who knows me and has seen me in a dress or heels knows I am not entirely comfortable. Behind the camera it definitely gives me confidence, because so many uncontrollable elements are usually fighting against you on set...zero below weather, rainstorms or even just being on your feet for a minimum of twelve straight hours a day. Being dressed properly for work is important and I'm very luck that my career, lifestyle and personal style work together. It also works out because I'm in a male-dominated arena and dressing like one of the boys is also a good way to be masked as "one of the boys". A lot of men don't know how to act when they see a woman behind the camera, and if I was dressed girly, it'd be harder for me. My style is really about being loose, uncontrived and simple, and I definitely apply that in my work.

 What’s coming down the pike for you as a director, photographer, and fashion designer?

I'm working on expanding VIOLETTE and designing the upcoming season. gathering elements for an art book to be published of my artwork, working on commercials and music videos, getting back into writing and hopefully crossing over into TV. I'm also doing creative consulting for brands like YRB MAGAZINE, etc.

Vashtie teaming up with Courtney from SampleSaleShop.com. All street pics courtesy of samplesaleshop.com

 FSF just coordinated a workshop for aspiring female sneaker designers.(Sister2Sister)  What advice do you have for the designers and how would you like to see them impact the sneaker industry?

I think it's important to be yourself, number one. Some people think it's vague and too basic, but I think it's pretty direct and makes more sense than you know. If you spend your time trying to be like someone else or following other trends/designs, you might possibly (but rarely) make something good, but even then it's not anything different or noteworthy. Be true to who you are and make what you like. Also, don't be afraid to make mistakes. You might even make something grand out of an accident!

More on Vashtie.

More product pics courtesy ofjumpman23.com: