Today I get to present a project that’s been 2 years in the making. Alongside Marc Davis of Black
Pegasus Records we present our collaboration with Ewing Athletic and the artist Common.
This is our second project together. Our first was the Ultra Sneaker which celebrated the Iconic
Album Critical Beatdown. Whilst working on that sneaker both me and Marc decided that we needed to go under one name for future collaborations. The name we chose I think reflected both our lifestyles and journeys. We may not be the 20 or 30 designers here we are in our 50s with a wealth of experience and real passion for this culture. Something we both have been individually exploring and doing things in since our teens. Hence the name ‘The Busy Bodies’ actually is a very real reflection of who we are.
The name it’s self for anyone who cares comes from my one of my favourite Laurel & Hardy movies
of the same name.The Busy Bodies is made up of Marc Davis and myself only.
After the Ultra sneaker came out naturally we both were excited and hungry about what we could do
next. Marc having a long relationship with the artist Common made the suggestion to discuss with
me his vision and his plan. Common being such a high-profile artist and busy as he is, the strategy
we took was to create the sneaker and packaging ready for production and present a final product to
hopefully impress and get the green light.
The theme of the design was in line with what we did with the Ultra sneaker and in line with Ewing
Athletics already ongoing line of sneakers celebrating iconic Hip Hop albums.
Ewing for those that don’t know much about them was a line and brand created by Patrick Ewin
NBA Basketball star. On the court, his rival was Michael Jordon who we all know for the Jordan
Brand. Patrick Ewing took a very bold step and decided to create his own brand not attached to any
of the major brands such as Nike, puma or Adidas and create an affordable sneaker that not only
functioned on the court but had a style of its own and fitted in with the popular fashion and street
culture of the time.
Ewings as we know them came from the greatest era In hip hop. The era is known as the golden era of
hip-hop. They carry the flag for that. That is the reason these collaborations are important. Ewing
understands its connection to hip-hop culture. Commons first lp came out in that era and yes Common wore Ewing Sneakers. So this project in its very roots is a connection to the artist and the brand.
When we finished the set of designs before presenting them to Common we handed them
over to Ewings team for them to present them in their CAD drawing format which we were able to
them finetune. Getting Marc and Common together in person is not easy. Locations and schedules are crazy. One thing knowing Marc for a long long time was the dynamics of his friendship with the artist. Some years ago I worked on the Common 45 that Marc put out on Black Pegasus, the follow-up single with No i.d. I also worked with them recreating their lightbulb logo. So I got to experience and see how that relationship and friendship worked.
Marc is a worker, he sees a project through and when it comes to Common he knows that whatever
he says he is going to do, he will do it. Common supports and values Marcs continuously strives to
create and deliver actual products to market. So I can see Common values with Marc and gives him
access and time. When Marc presented the sneaker to Common he loved it and wanted to do this collab with us and Ewing. Common introduced Kevin Wolf to both me and Marc and said he would
handle all the business.
Talking to Kevin is where we started to tweak the sneaker I started to think about how we can push
the boundaries and improve the product even more. When we did the ultra Sneaker the Gucci
pattern that we put all over the sneaker was printed. On the common sneaker, we wanted to put the
train map featured on the album cover across the sneaker. Doing a little research I was able to find
a strong multi-coloured thread which uses the same colours as the train map. Using this added
another texture and layer to the sneaker.
Also when the prototype was finally delivered. I didn’t like the colour of the thread used on the
Common logo on the back of the sneaker and a lightbulb on the tongue so I asked for that to be
changed to match the colour used on the Patrick Ewing Signature. So as far as I know Marc is the
only person with the original sneaker.
At the same time whilst I working on the creative Marc had been doing his research and started to
pursue the idea of creating also an action figure to drop in line with the sneaker’s release. My role in
that was minimal I just had to scan a few images. Marc led and delivered that.
Maybe at the end of October or November, the sneakers were delivered to the Ewing site. The first pair
went to Common which he created this video for above. The whole experience on this project was
really good. The Team at Ewing are fantastic. Common and the team at Ewing gave us so much
control over the creation and when we made changes they worked with us to solve our issues.
Fast forward to now. I