Resellers are an essential part of the sneaker world — offering sneaker lovers and collectors a second chance at limited shoes that they might have missed on release day, but often at an exorbitant markup, simultaneously making it simpler and more difficult for consumers to get what they want. Now, Jordan Brand is offering a cheeky nod to the stigmas surrounding resellers and reselling culture with one of their upcoming releases: the “Not For Resale” Air Jordan 1 Retro High OG.
The shoe features a fairly straightforward colorway with white leather overlays and black leather overlays providing a classic look that’s then accented by bright pops of yellow on the collar and heel. However, the color choice is the only thing that’s straightforward on the new AJ1s: they’re adorned with a multitude of bold text hits that toss some light shade at reselling. “Wear Me” appears on the tongue, “Please Crease” graces the toebox, “No Photos” is embroidered on the heel, and “Not For Resale” is stamped on the midsole in a Virgil Abloh-esque Helvetica font. The great irony of the “Not For Resale” AJ1s, however, is that they’re reportedly an extremely limited NRG release — so they’ll likely be used for exactly the opposite of what they tell you not to do, making for a humorous Catch 22 of sorts. Enjoy a first look at the new 1s below, expect a holiday season release — most likely December — and stay tuned to our Jordan Release Dates page for updates as they’re available.
UPDATE 11/12/18: The “Not For Resale” Air Jordan 1 is expected to release at the LA Flight 23 store November 14th
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