The Queen of the Infleuncers? Can I call her that? I think I just did.
Joy Yoon holds an illustrious list of credits such as ex-Editor-in-Chief of The New Order Magazine, and currently contributor to the likes of The Huffington Post, Paper Magazine, Dazed Digital, Sneeze Magazine, Hypebeast. She's also a pretty mean photographer, and is also the Author of the great 'The Best Things to Do in Los Angeles: 1001 Ideas' (which you can - and should buy here). On top of that, she's really really nice, and if you bundle all that up, it makes her one of the most inspiring people I've met.
In my opinion she is the Queen, so I was humbled that she took the time to answer a few Q's in my latest 'In Their Shoes' interview to discuss trends, sneakers and her Mum's Birthday present.
IDYSM: Hey Joy, how are you, where are you, and what’s going on?
Joy: I’m
good. In Amsterdam working away like the rest of the world, with the exception
of babies. Their lack of coordination and communication skills makes them
pretty useless in the workplace…unless they’re baby geniuses.
IDYSM: So, there are people with their
finger on the pulse, but you are arguably THE pulse, how do you keep across
such a broad understanding and appreciation of style and culture?
Joy: I know
what I like and especially what I don’t like. It helps filter out a lot of
shit. I also don’t take things too seriously. You just can’t.
IDYSM: What’s a typical day for you?
Joy: It’s very much like Ron Perlman
getting eaten by that baby Kaiju in Pacific
Rim aka “Where the fuck is my other shoe?”
IDYSM: How difficult has it been to find and establish
your voice as a commentator, and stay on top of everything that’s going on?
Joy: I
struggle to keep on top of my own stuff let alone pay attention to what
everyone else is doing. If something is interesting or innovative, my interest
is piqued, but all the rest is white noise.
IDYSM: In terms of defining eras, where
do you see street culture being at present?
Joy: It’s at a crossroads. On one side
you see people doing really incredible things, and on the other, it’s just
awful. People need to take a step back and reassess.
IDYSM: And shoes, where do you see
sneaker culture being at right now?
Joy: Distracted in a lot of instances.
I think brands need to re-focus and listen a bit more. Just because you work at
the “best shoe brand in the world” does not mean you know everything. Fresh
perspective is a good thing, and something a lot of these people seem to lack,
although there are glimpses of real creative freedom and organic partnerships.
Brands also need to stop being so precious about things. They want us to have
an opinion and interpret their product our way, but the way everything is
packaged is so contrived… where’s the freedom, the creativity, us making it our
own? It’s not there anymore and I find it frustrating.
IDYSM: When I met you last year you were rocking All Stars. What brands and individuals are
you most excited about in the sneaker world right now and why?
Joy: Converse, New Balance and Vans
are perennial favourites, Nike and adidas always pump out good shit but lately
I’m loving the Jack Purcell; it’s just a great shoe.
Joy (continued): As for individuals... there are murmurings online that
Riccardo Tischi from Givenchy might be doing an Air Force 1 and that’s
genuinely interesting. I think Nike working with high fashion is something they
definitely need to do more often. Everyone knows it’s a sports brand, so why
not branch out and do something else? It’s not like we’ll forget just because
they do a fashion collab. adidas works with Stella McCartney, Raf Simons, and
Jeremy Scott so why doesn't Nike collaborate with Phoebe Philo from CĂ©line?
Every photo I see her in she’s wearing their shoes so it’s not a stretch. I’d
really appreciate it if Nike would consider revisiting that one. But please feel
free to take any of my ideas and make them into a reality. 1) An epic plaid and
floral drop with Dries Van Noten 2) A murdered out collection courtesy of the
goth goddess Ann Demeulemeester 3) Tailored “sportswear” from Haider Ackermann
and 4) a riot of prints from Peter Pilotto.
I don’t line up for much, but I’d definitely line up
for any of the above.
And it’s not a sneaker brand, but Viberg is a great
shoe. You can’t wear sneakers all
the time.
IDYSM: How has the Internet changed
things? With so much access to
information and product are trends becoming more universal?
Joy: It’s my best friend and my worst
enemy. It’s so easy to find information, but how most people use it is by and
large imbecilic. It’s made everyone an “authority” on everything, which is
bloody awful.
IDYSM: What and where excites and inspires you the
most at the moment?
Joy: Writing
(I just published my first book: The Best
Things to Do in Los Angeles: 1,001 Ideas), reading, cooking, music,
travelling, eating, and my family keep me going.
IDYSM: If you didn't do it before - shame on you, check out the book here!
IDYSM: I always like to end my interviews with this
question…what’s on your feet right now?
Joy: I’m all
about hype. So you know that I’m wearing the hottest footwear in the game:
Mutha f—kin’ bedroom slippers in the shape of little lambs. My mom gave them to
me for my birthday. She’s a total hypebeast. They’re the must have shoes for
Fall/Winter 2013.