KATC FEATURE: "Keeping it on the Go" with ARI and his Beautifully Complex "Menthol 10s"
Although the original pictures surfaced some months ago, very little was known of the mysterious sneaker in the cigarette box. Is it a Nike collaboration? Is it a Newport sneaker? No. The "Menthol 10s" are the product of pure genius, the genius of ARI.
Written/Produced By: "MaZe"
Pix: ARI
KATC: Let’s get right to question on everyone’s mind. What’s the story behind the sneaker?
ARI: Even though I think that most kids will look at it as a cool colorway, if you are from the hood, like we are, you can appreciate Newport. But like I said, most people look at the sneaker and they will see a colorway, which is cool, if you don’t like green then you are going to hate it, if you hate knock-offs then you are really going to hate it, but, there is more to the story.
KATC: When you look at the sneaker itself, you can’t help but realize that there is much more going on with it then it merely being a sneaker.
ARI: Right, for one, it’s called the “Menthol 10†because it has been 10 years since I moved to New York from Philly. I was completely broke and with my hardships from Philly, I moved up here to grow our magazine called “On the Go†with ESPO and my two other boys. At that time, around ‘95-‘96, we put out an issue of the magazine and the cover looked like a Newport ad. It was the classic orange, green and white and it had De La Soul on the cover. You know how the Newport ads look kind of like Mentos ads, like “hey we are having fun smoking!â€? We had De La Soul all looking cheesy in the picture, like the people in the Newport ads. The idea was that, at the time, Newport really smashed the streets with advertising and their slogan was “Alive with Pleasureâ€. We were feeling a lot of pressure financially with the magazine and from the industry because we were taking a satirical and underground approach with it, where at the time all you had was the Source. So on our cover instead of saying “Alive with Pleasureâ€, we said, “Alive Under Pressureâ€. The cover was reflective of us at the time, and De La Soul because they had released two albums at that point and they weren’t duplicating that commercial success, nor did they want to, so the industry was putting a lot of pressure on them.
ARI: Also at that time we made 8.5×11 stickers of the cover and we smashed NY with them, all of the bodegas and what not. To some people they just saw a Newport ad because of the coloring but other people stopped and looked and were like “who are these guys?†So this sneaker is the celebration of that first impact on NYC. It’s the next satirical, jack, and make fun of type of thing. That’s where the color scheme comes from. Not to duplicate what we did before with the cover though, but to move forward with the mature look of the packaging versus the ads while keeping in theme.
ARI: Secondly, me being in the marketing industry there were a lot of parallels that I saw. I love Newport and I love Nike but I don’t drink or smoke, I am very straight edge, as some would say. It was interesting because in the marketing arena I noticed this continuing trend of marketing people who refused working with tobacco clients and liquor clients. I am looking at all of these campaigns against tobacco like the “Truth†campaign and what not, but I don’t know that those business practices (those of tobacco companies) are too different from a lot of other corporations in America’s history. I honestly think that Newport and Nike are incredible brands in their own ways.. So I began to look at these two corporations that kind of have a lot of the same branding energy, smartness about them, brand loyalty, and both are icons in the hood and in any city. This sneaker celebrates those icons that we are familiar with and points out their positive as opposed to their potential negatives.
KATC: So this sneaker is satirical and, at the same time, it pays homage to these corporate legends.
ARI: Yes and no. These two brands have a lot of similarities in what they do. Sneakers are obviously not tobacco, but the interesting thing about the sneaker world that people don’t know is that the # 1 athletic shoe franchises in America all have their biggest sales spike on the first of the month when Public Assistance and Welfare come in. That is when these huge sneaker chain stores heavy up on their advertising, so basically critical money is going to footwear habits and not to feed families or children. Now that’s not the responsibility of the store or sneaker companies to tell people how to be responsible with their money, but, there aren’t any marketing dollars spent towards that type of education. Formula, Similac, milk, bread and butter, are being passed over for sneakers. We see “responsible†marketing dollars being spent on “don’t drink and Driveâ€, or “tobacco is wacko†but not on other critical areas of society. That’s my point. I love sneakers and sneaker companies for the smart stuff that they have done. Now to say that you love tobacco companies for the smart things they have done makes you look like an A-hole, but I am not preaching to anyone. If your addiction is food, get with it, enjoy it, but be honest about it. Don’t separate your addiction to sneakers, to liquor, to clothing, away from tobacco, why is tobacco different or evil? You don’t think many of these fortune 500 companies don’t sit around the board room plotting ways to take advantage of people to make a buck? If you have love for one, then why single out the other. Just be honest with yourself. People who live in glass houses… yada yada,
ARI: Now that’s a lot to say for a sneaker, but, we aren’t all kids anymore but I am going to keep collecting sneakers because I am a big unsatisfied kid at heart. It is just nice to create a really quality products for a tasteless needs, and that is adult. Adults like to have their liquor or a cigarette, adult things, things that kids don’t do. But no one can make adult sneaker cause of the corporate taboo it represents. One thing about sneakers is, you buy the hot new release and you see it on a 12 year old, well this is something that feels too adult. A little kid can cop it and rock it, if his or her foot is big enough, but its not made for them, the shoe is on the other foot for once.
KATC: What size will the kix start at?
ARI: They start at size 8. I wanted to make something that the quality is better than most of the majors [are producing] right now. For me I saw a need for these, these were not made for a profit. It would be nice to profit but it’s seldom ever my motivation for creativity unless it’s for a client. Anything that we have ever done at On The Go has been a satire that we deliver with a certain message. Our message is, here is the truth of the situation, we are not better than the truth because we are a bunch of derelicts, we are just going to be honest about it, we are going to call it like it is. You can have a cup of water or a cup of beer, it’s up to you. I wasn’t going to put something out that didn’t have a reason for being. As these ideas filled my brain, I wanted to come up with a 10 year anniversary product for On The GO in NYC, and I looked at all of the marketing dollars being spent [on anti-tobacco], and I said this is a perfect opportunity to do something fly. I’m giving people a familiar face, with a completely different idea. If they want to look at it as a colorway that’s fine, or a bootleg then that’s fine too, but if they look deeper, I have messaging all over the sneaker and there is a message to the madness.
KATC: To take a step back, how long has this sneaker been in the making?
ARI: Over two years, about 2 years and 2 months. I designed it at least 26 months ago. At first I tried to get it down with another label, as a co-label type of thing. They were into it at first but then they dropped the ball, and their quality was horrible anyway so I moved away from that. I tried to make another partnership with it but that just floundered around because they were too busy. So I had to start taking $500, $1000 at a time away from the marketing company to put off to the side for this project. So about 14 months ago I put this into production. I found a good contact and got an incredible manufacturer, the quality of their leather is ridiculous. It is full grain soft leather. What better way to pay homage to Nike than to bring their old quality back?
ARI: I got my first sample about eight months ago and by the second sample it was pretty much done. So here we are. We are coming up on an event at ALIFE, not at the Rivington Club though, at the actual ALIFE store. When most people think ALIFE they think ARC, but this is more of a design piece, more art related. The kix are going to come with a whole bunch of stuff a framed Piece that I do, a loose print Piece which will be a collaboration with myself, ALIFE, and ESPO, an ESPO designed T-Shirt, and a lighter. The lighter is in question in terms of production so it may or may not happen. It’s going to be an incredible package. The extra ALIFE goodies will obviously only be available with the pairs sold out of ALIFE proper, once again NOT Rivington Club. This is a high end product, it’s not just a sneaker release, it’s a concept. This is what ALIFE wanted to do and I was in complete unison with that. So the sneaker will be previewed at an ALIFE event on June 16th then go on sale to the public on the 17th at ALIFE. Then a week later there will be an event at the Vancouver ALIFE store. There will be a chance for people to RSVP to attend the event so keep your eyes open for posts online some place. Then a couple days after the ALIFE Vancouver Canada event you will be able to get it at Clientele with a few pairs popping up in other places around the globe. Maybe Amsterdam, Japan, West Coast, but the quantities out there, outside of NY, will be around 6-12 pairs the most.
KATC: How many pairs would you say are dropping in NYC?
ARI: There are 252 pairs total, so I would say, about 240 pairs will hit the stores and streets. I didn’t want to be stingey, I didn’t want people to have to fight over them, but, it just came down to money. The initial cost to actually start making the sneaker is just astronomical. I am only going to make about half my money back, but it’s not about the money. Its all I could afford to make for this first offering. I just want people to have the same quality product that we have always brought with the magazine and other projects, 50% will like it, 50% won’t. Those that have been fans of On the Go, of the magazine, of the team, the stuff that I’ve done in the background, the design the art, the people that know me from bombing in Philly, for the people who have seen the struggle, its for them, and for the new kids that are just finding out, welcome aboard, I hope you like the view. I hope everyone gets something. There are going to be a lot of T-shirts out there. I felt bad about the quantity of sneakers so I’m going to put out like 600 t-shirts, two or three different designs, the shirts that come out at ALIFE, there will only be a handful of those and they are separate from the others that will be available through other spots. All the designs are coming from my crew and camp.
KATC: So the limitedness is not by choice, it’s by necessity?
ARI: Yes. When I helped ESPO design the Air Force 2 for Nike it was different because he had all that rep in the street. He wrote his book and he had that momentum and the swoosh on his side to assure that he could move over 1000 pairs easily. So we knew that project was going to do well, but with doing this, its not a swoosh product, and people don’t really know that I had anything to do with that ESPO release. I made enough for people who really love On the Go and love what I have done over the years, I knew they would be into it knowing how I think and see things. Plus, I just didn’t have the money damn it! It would have taken a whole year to save up to make more than 252 pairs.
ARI: I wasn’t going to put it out half assed. I probably could have had this come out a year ago but it would have sucked. I mean I made my own molds for the sole. It’s got lots of detail in it.
KATC: People need to understand that these kix are not a custom and not a collaboration. This is your product from the ground up.
ARI: Designed by me, my complete idea, everything has gone through me through hard work. I am proud to say that. The first time I came up with the idea, I took an old ACE 83 and pulled the swoosh off of it and tried to flip it around, but the swoosh is a completely different shape from the Newport logo, I wanted a new shape that was in between and worked on the sneaker, so I went and drew it. I partially painted the sneaker to see what it might look like, and said to myself, “This could really workâ€. I couldn’t physically do it as a custom because it just looked hokey, so I drew it, then it made sense. The box took a long time to manufacture to. To get manufacturers heads’ around the idea that I needed a shoe size cigarette box and to function exactly like it...it cost a fortune. I could have gotten a car instead but that doesn’t mean anything to me, this means something to me. It’s a cool colorway to most, but to me it’s a trophy.
KATC: This is obviously art with a message. As an artist, what is your view on people wearing it/not wearing it? What would you like to see done with your work?
ARI: I would like to see it where ever it will be. I would like to see one pair in someone’s sneaker trophy case somewhere, I would like to see someone else grinding it into the ground on their feet because they love sporting it, and I would like to see another pair on a drunk bum in the subway smoking a cigarette. What batter way to communicate the point of all this. If and when you see that guy, I just might be the cat who gave it to him.
KATC: As the release date nears, how has the response been so far?
ARI: The response online has ranged from “that’s the most amazing thing that I’ve seen†to “That’s a bootleg rip-off and wackâ€, it’s been everything. All responses are the right ones in my eyes. That’s the whole point of this thing, to create dialogue on the subject. To sneaker brand purists it may not be for them, but, I think people are kind of bored. So why not?
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Liftmycurse says:
I have to have these. Let me know of my chances if you can hook a guy up!
latina says:
These r HOT KICKS Ari!!! I will definitely be rocking a pair.
LES says:
WHEN? WHERE? & HOW MUCH?
andrew says:
simply brilliant
eL_MaRc says:
Creativity at it's best...
test says:
Kix and the City
Bob says:
Wack. An upsidedown Nike logo on an AF1 sneaker. Real creative.... SIKE!! Box is the only thing cool about these.
MyTwOOkiee says:
Didn't grow up in or around any city did you? Anyone who has makes the quick connection - so much that is brilliant is obvious...
Steve says:
Wow this article was nice! Before i get into how much i liked this article, I must tell you MaZe that you are doing a GREAT job on this website, i rememberthe first i time i looked at first from seeing a KATC link from NT.Neways I am Definetly a new comer to On The Go and ARI because before seeing/hearing about these kicks i never heard of On the Go Magazine nor do i know who ARI is but i loved this article and it also made me want these kicks more than i did when i first read about them. The design is SICK! It Shows how Nike's and Newports are and will ALWAYS be in this city... they remind me of the guy who says "newports..." right at the entrance of my train station trying to sell me them.... but i dont smoke. And that box is the most creative box i have seen in awhile!neways enough ranting.. good work MaZe and hit me anytime on NT.. my name there is Rocky14105
mong says:
THIS IS THE MOST EXPENSIVE JOKE EVER.
oliver nowlin says:
where will they be realesed in the west coast?
afreakyboy says:
Really amazing creative-wise, especially the tag saying "blah blah..." really loving that. But would be even better to come up with its OWN shoe, peace.
Jimmy Da Skinny says:
New Ports and Nike's? Im not feeling these... These are funny. ARI is a real joke.
DeMarquis says:
I LOVE this shoe. First, the concept is remarkable. I'm from the hood and it just so happens to be called Newport. Everyone on the block does their thing and afterward grab a Newport short. It's pretty ridiculous but it's a habit for them. Can't knock Newport because their making money in the right place. If I had a cigarette company I would market the cities who buy the most, too. So, I am in full support of the shoe. Plus I'm a sneaker head and the block is going to go nuts when I step out in these. Only thing now is that I got to find a way to New York. Cause once your in the hood you're there for life. J/K It's all on you!
DeMarquis says:
Also, I would like to give both KATC and ARI props. It's hard starting your own anything. Especially with the quality of Microsoft. Just wanted to show my appreciation for hard work. My guy and me are trying to get this design thing to jump off but it's expensive and requires a lot of time. I appreciate quality material, being a chemist, so it's becoming costly but it's worth it. Shout out to Beazy in Memph holding STL down. That Fish Scale coming soon be on the look out! I'm done posting I promise.
Tanisha says:
Where can I get a pair of these at...PLEASE GET BACK AT ME! WILL PAY ANYTHING FOR THE NEWPORTS...YOU LIVE FOR THIS ONE
who cares says:
thats some ill sh*t, right there..... that bullsh*t shop Clientele whores there window out to ARI and they get like 5 pairs..... fu*kin fools on Lafayette St.... some ill AD for ARI, free too!!
anthony says:
when will thse be available?? how much?? GET BACK AT ME. i want some baddd
SAAL says:
Reading that article answers lots of assumptions. Copying the Nike Air Force 1 was the whole point. How else could he have made the comparrison between Nike as a company and Newport as a company? The use of both those icons (Nike AF1 & Newport cigs) is clearly intentional. Two obvious brands that are obviously fooling most of us. Food for thought my man. Reading the article would have told you that much. lol That said.. everything ain't for everybody. Great work MaZe. Keep up the dope homework my man!
Eugene says:
Before this article, I was simply interested in the colorway, interest to which I have since added to. I’m now not only psyched about the colors, but the entire concept, a shoe that is in itself art and social commentary as well as a link between two brands that represent an environment in which so many grow up immersed in. I really like how you managed to take a recognizable shoe and give it such a twist, making the final product, as a result of necessity and avoidance of dead ends to your effort (like Nike not doing collabs with cigarette companies), of higher quality and creativity than its original inspiration. I’m glad someone is still doing projects like this, projects done for passion and not for profit, making products from the heart. Both companies have lost that, but this seems to tie it all together, thanks to you for remembering their significance when even they themselves have forgotten. I’ll be happy to support this effort by trying my best to get a pair of these, something that will hopefully come to be. I haven’t been this excited about a shoe since I drew up my own. ARI, my hat comes off to you, thanks again.
Dylan says:
Can't wait to see these hanging from the telephone wires..
cho dae geun says:
I will buy it !!!!
Alquan Fletcher says:
When is the release date and where can I purchase a pair?
HONEY says:
WOW! THIS SOUNDS SERIOUS. SOMEONE IS TRYING TO CHANGE THE GAME! KIX ARE HOT TO DEATH!!! DUDE ARI SOUNDS LIKE HE KNOWS WHAT HE'S TALKING ABOUT. A MUST COPP FOR SURE!!!
a+ says:
I'm sick of sneaker culture (maybe because I could own a boat for the amount I've given Phil Knight) but when something like this comes out I'll take out a second mortgage just to cop.
Ari, you're a great artist. As much sh*t is talked about this or that concept collabo, or colorway, being a work of art, it's really rare to see something as brilliant (and dare I even say meaningful) as this.
F*ck yall haters you can't see the light.
Yall loosie b*tches need to get a pack.
steve says:
how can i contact Ari concerning his sneaker?
Ashley says:
RELEASING AT ALIFE VANCOUVER ON THE 1ST OF JULY @10 AM BE THERE!
chea says:
foos leave these alone to kids that really smoke newports instead of frontin, cause i swear the first camel malbrow smokin hipster i see with these will take a L werd up cause yall the same kids talkin bout "newports hurts" "thats black people cigs" all that mess so just leave them be, their limited and if i don't get a pair its a good chance you gonna get ran for em straight up don't front like you down and you smoke your first port the day you buy these, fall back there will be other colorways to spend on. leave these to the people that will get the most out of them plz you'll be fine smokin your winstins or what it is you kids smoke
p.s. where and when can i get these mofos? sh*t!
SNEAKERTONE528 says:
STRAIGHT CRACK I HAVE TO HAVE THESE ON MY FEET AND IN MY NEW TROPHY CASE.
I HAVE IDEAS TOO HOLLA AT THE KID IF YOU WANT TO COLABO....
SNEAKERTONE528@YAHOO.COM
sirgnarls says:
peep on how many times he mentions that these will not be sold at ARC and only ALIFE. reason for that is ARC will have their nike account suspended if they sold knock off nikes.
fisk50 says:
these joints are hard people!!!!!!!!!!!!!
skywalker23 says:
Ari I think your kicks touch the essence of every true shoe feind's desire
skywalker23 says:
I couldn't beleive it w/o seeing them myself
skywalker23 says:
let the haters keep hatin ,holla
Julius says:
I need to get a pair now, I'm in Las Vegas where can we buy online. Oh my GAWD this is the hottest shoe since penny loafers. I NEED MY MENTHOL 10's... Get At Ya BOY!!!
joe says:
these shoes are on fire where can i get a pair from?
Thorne Vance says:
I would like to no were I can get pair of these AF1's because I stay in Michigan And I love those shoes hit me up Please....
myspace.com/boxmusic says:
from concept to execution....dope. just got a pair. much respect.
K.
General Tso Sexual says:
for all those that think this sneaker is wack, how many of you out there even had this concept cross your mind? and how many of you actually attempted to put it into production? yeah, that's what I thought. stop hatin' because it's just a wasted form of energy.
Blacks says:
I think the concept of the sneakers are cool. I'm trying to cop me a pair. If anyone knows were I can buy them in nyc area please email me. KGroce@aol.com. Thanxxxxxxxxxx
Dalia says:
WOW.... IM LOVIN THESE BUT COME ON!! YOU GOTTA START OFF WITH A 5 1/2.... I GOT SMALL FEET OR A 7 IN WOMENS, AND LET ME KNOW WHERE I CAN COP A PAIR. PLZZZZZ!!!!
Tee says:
I gotta have these..someone please let me know whats good, hit me up on myspace or something and let me know where I can get a pair. - Chicago
L says:
I'm a sneaker fanatic and Real talk these kicks is crazy The whole concept behind it is Art within Art I mos def want a pair...
blackness930 says:
omg ...these kicks are unbelievably hot...i need to cop them asap...where and how much and do u have my size..(6 in boys)email me back plz
conceptualbass1 says:
these shoes are awesome where will they be available and how much will they run... like it will matter. i have to have these!!
walter jhonson says:
where can i get these sneakers in philly
S says:
Hey you think you can have these shoes in Greensboro , North carolina , I'm trying to get these myself.....I feel addicted to these shoes , I really want them
do you have this one any shoe websites???
sneakerhead23 says:
this kicks are hot and im a huge sneakerhead..the only thing i didnt like is when i first heard bout these months back i thought it was made by nike im a huge jordan limited airforce 1 and dunk head so i was dissapointed that nike didnt make them and ari did these kicks would be so much hotter if they were air forces 1's
djarflo says:
How can i get a pair or two how much do thay cost. No one where im form seen any thing like that and i want to be the first to show them.You are a smart man
papa says:
yo i need me a pair of them sneakers meng retail please let me tell you you wana market them youl bank down here in miami luck to yall
Shawn Jackson says:
Ari Foreman has always been on the genius side of things.
Way to go Des29.
conor says:
yo whats really good, I NEED THESE. how much? where do i get them?
big gee says:
how can i get these ?????????????????????????????????????????????????????????????????????????????????????????????????????????
Alexx says:
where can you find these online or in ny?
B.J says:
im in NORTH CAROLINA and we don have flame kicks like this so where can i find them and how much
kim says:
How can I get these in a size six for my 19 year old son?
Amelda says:
I NEED THESE SHOES...I WANT THESE SHOES..I'D DIE IF THESE SHOES DO NOT GO ON MY FEET..HOW THE HELL DO I GET THESE SHOES AND WHAT IS THE PRICE??!! I WILL THROW ANYTHING DOWN FOR THESE SHOES!! PLEASE TELL ME HOW TO GET THESE SHOES-WHERE TO PURCHASE THEM??!!
-NEWPORT
iowasmostwanted says:
hey i am a big fan of newport
my dad works for them i really want a pair of these shoes
if u cant make them for me i will find someone who can just let me know
chelsea says:
HOW MUCH ARE THESE MY BOYFRINED WANTS THEM AND I REALLY WANNA GET THEM FOR HIM...HOW MUCH? AND WHERE DO I GET THEM?
joewshwa says:
hey where can i get these shoes and how much are they ???
dontworryaboutit says:
Sorry but everyone who commented can't get these. If anyone is interrested ill be putting my 4 pairs on flight club for 800 each.
Josh says:
I realy am addicted
mario says:
every fam bam member i noe would want these i have to have them newprts r in my blood man i need em faaaast