Parsons X Keds
Keds challenged Parsons students to reimagine the brand for a new generation — one that lives at the intersection of fashion, digital culture, and playful self-expression.
We respond by rebuilding brand relevance for Gen Z by turning discarded materials into unexpected fashion objects, expanding product storytelling into digital space, and creating a world where Keds could exist as both nostalgia and future fantasy. Here is a detailed breakdown.
Deconstruct to Reconstruct
Digital Fashion, Reimagined
Rooted in Heritage, Elevated for Now
I began by physically deconstructing old Keds parts—torn soles, frayed edges, rubber outsoles—and transforming them into something unexpected. From sculptural heels made entirely of Keds components to flower motifs and patterns derived from sneaker tongues, the goal was to expand the brand’s material language and extend its reach beyond classic silhouettes. This opens space for a broader audience, including those drawn to experimentation, customization, and hybrid fashion forms.
I brought the physical creations into a digital world, exploring how Keds might exist in a VR context. In this extended space, shoes could interact with daily life in abstract, poetic ways—elevating the brand’s visibility and cultural presence without the limits of physical production. It becomes an experience, not just a product.
Keds gained popularity during a time of cultural optimism—an era where everything seemed to thrive. The brand once stood at the intersection of casual ease and everyday empowerment. But to remain relevant, Keds must evolve. By digitizing the product experience and branching into lifestyle objects—such as flower plushies inspired by sneaker tones or character-like home accessories—Keds becomes not just a shoe brand, but a platform for creative self-expression across physical and virtual spaces.
