Quick intro. Who are you? Where are you from? And what got you into sneakers?
So for the guys that are new around here and they don't know, I'm Joe Parmley. I'm from a little town called Welwyn City in Hertfordshire, just outside of central London. My first memory of sneakers, trainers, kicks, whatever you want to call it, was when the Yeezy Boost Beluga 2.0 dropped at Foot Locker.
I was there with my brother trying to get them, spinning the wheel of death. Unfortunately, I didn't get them. But that was probably my earliest memory of sneakers. Another memorable moment was when I got given an hour’s detention trying to buy Supreme during school back in the day. So, that was fun.
Tell us a little bit about KICKS N COFFEE. What was the idea behind and how did it get started?
So, KICKS N COFFEE just kind of rolled off the tongue really. I liked my sneakers and then I started to get into my coffee. I probably wasn't as obsessed, or as much of a coffee snob or a nerd, shall we call it, as I am today.
There were similar events in the industry that were rather transactional and lifeless. So I wanted to bring the community back into the streetwear scene and blend two different cultures which simultaneously provoke good emotions, good endorphins. Being around like-minded people sharing stories, it naturally just correlated together.
KICKS AND COFFEE was born in a little nightclub in Hertfordshire and then quickly grew to be one of the biggest lifestyle culture events for sneakers and coffee in the UK.
There’s a clear focus on community, conversation and storytelling behind KICKS N COFFEE. How important is it to keep pushing these key aspects of sneaker collecting?
I think it's vitally important, especially in today's culture because there's such a shift. People are diversifying into different categories in terms of collectibles, sneakers, and art.
It's so vast and I think that's what's so beautiful about it and a lot of the reason why people go to these sneaker meetups to collect their trainers. It's to be around like-minded people and share the love for it. So I think that's what's just as important and the value behind sneaker collecting, because each personal pair has a story behind it.
For example, I've got a pair of Nike SB Newcastle Brown Ales sat on my desk right now, and I used to look at them and think I could never afford them. Whereas now I've worked hard to obtain them, you know. Each story is different from one another with people's trainers, so it's good to be able to conversate and share those stories with a evolving industry.
Can you tell us about your Top 3 picks?
I think my top three that I hold quite close to my heart at the moment would be the Nike x Lorenz.OG Air Max 95 'Volcano'. We were actually a part of the drop that happened up in Liverpool. My second pick would be the Nike x Off-White Blazer. I think that was my first trainer I wanted from ‘The Ten’ and thinking like “wow, like I need that shoe”.
And then a third pair that I aspire to get when hopefully I have a bigger chunk of change would be the Freddy Krueger SB Dunk. I just love the whole story behind it, how there were only limited pairs, some got burnt with oil on them, how they were meant to be sent back to the factory. So I think when I win the lottery, I'll buy them.
This may be a bit controversial, but do you have a Bottom 3
I think my immediate pair would be like an adidas Superstar or like an Air Force One. Like the big bulky black ones that you wear to like primary school in year six thinking you're a cool kid, it was never part of me. So I think I'm not really an Air Force One type of guy. I appreciate the silhouette. I think the collaborations that have been done are timeless, but you just won't see me rocking one if I'm honest.
And then the other one would be just a regular Dunk, like a Panda Dunk and stuff like that. I don't think you can be called a sneakerhead if you wear a Panda Dunk. So that's probably my controversial take.
Is there a pair you regret missing out on?
That's a really good question. I think the one pair, or, let's say a collection that I really regret missing out on would actually be getting a pair of 'The Ten' when they first released. My close friend from school and I were sat in history class and he got an email that he'd won the Off-White Jordan at retail and I was so angry. It was almost like all my mates were picking up 'The Ten' around me and I didn't get a sniff, but in hindsight I've had some wins over the past few years so I can't complain.
What’s your most anticipated drop of the year?
I think as of recently it would have been the VAA Jordan 1 when it got re-released, because originally I could never afford it. It was an EU exclusive going for about 3K. I went to the Cortiez drop where you had to shoot a basketball and I missed. So I didn't get the pair at the time, but then I managed to pick them up at retail from Offspring. So for me, as a personal story, I think back to when it first got leaked, and I was like, “I need them”. I just need them in the collection. And I've finally got them now, which is nice.
How did you first hear about KLEKT?
They've been established since 2013 so they've been big dogs for a while now. That's when I first heard of them, over in Europe doing great things, and now they're coming across back to the pond in the UK. I think that's what's the most exciting about it, you know, all the new possibilities.
Tell us a little bit about your new role with us?
I've joined forces with KLEKT to help KICKS N COFFEE grow, and help KLEKT grow on the ground with the community. I want to make sure that the people in the industry that are on the grassroots levels are not forgotten about because it's very easy for big players to come in and overlook the most important side of the industry. That’s why I'm coming on board, to build KLEKT up and grow it from a community standpoint.
And in terms of content, marketing, and events, you'll see KICKS N COFFEE and KLEKT doing some fun bits and bobs, but yet to be confirmed. So yeah, there's plenty of possibilities and I'm really excited to get my hands in.
What would you say to any UK creators who want to get involved with KLEKT?
I think the opportunities are endless to be honest, because there's such a vast network of creators and I feel like one thing that we stand for is being together as one. Coming on board as a KLEKT member you get such a vast amount of perks, whether that's through shared content or exclusive discounts.
So it's not just a case of like “okay, we want to use your footage and off you pop”. It's like you're part of us, growing together. And when the opportunity does come and we're doing these large scale takeovers in terms of events and working with other brands and stuff like that, you'll be part of the reason that's written into the history books and the culture today.
