Image courtesy of Kim Jayde

Kim Jayde has built quite the resumé since she came onto the scene in 2016. She became a household name as an MTV Base presenter and the first Zimbabwean ambassador for Revlon SA. Model, TV presenter, MC, influencer, and business founder - the girl does it all. With the first season of her original production Kickin’ It with Kim Jayde recently wrapping, it only made sense that we chat with the Zimbabwean model and TV presenter about the state of sneaker culture.

AMAKA: When I think of the biggest local celebrity sneakerheads, you’re one of the first who come to mind. When did your appreciation for quality footwear begin?

Kim Jayde: I grew up with the most hyper-feminine mum so it was always stilettos — sneakers weren’t really associated with girls. My brothers would get sneakers and I would get sandals. That was the image I was raised with until a brand seeded me the very first Fenty x Puma collaboration years ago. I’ll never forget it — it was a champagne, satin sneaker with a bow on it and I think that was my gateway drive into the sneaker community and learning that there is a whole world of feminine, sexy and glamorous women who want to wear kicks. The more I travelled, the more I learned and intentionally made trips around the world to be part of this community, I realized that it's so ingrained in hip hop culture and in music. And now the global fashion scene is trying to buy into it as last year alone in the footwear industry, sneakers took up over a $5 billion share in market value. This just shows you how many people are buying sneakers and how valuable it is to invest in. As I navigated the culture, I wanted to share the journey with my followers and I learned as a woman you can be on both ends of the spectrum. You can wear your sneakers one day and your stilettos another - you don’t have to be put in a box.

Image courtesy of Kim Jayde

Image courtesy of Kim Jayde

AMAKA: Do you remember the first sneaker you ever bought, and what influenced your choice?

KJ: It was an Air Force 1, high-top and all white. It's just super classic and super simple. I still have them in my closet.

AMAKA: As a bystander looking in, what I noticed in the past is that sneaker culture was a male-dominated space…

KJ: OMG yes! And cliquey AF as well. It’s even worse if you don’t know anything because if you don’t know the different terms, the different fabrics, the history - it really is a boys’ club. And it’s super intimidating coming into it cause they don’t open it up for us to learn. It’s up to you as a woman to take the responsibility to read up, follow the sneaker blogs, watch the sneaker shows, and keep up with the Hypebae's and the Complex’s of the world cause no one takes you seriously unless you know what the f*** you’re talking about.

AMAKA: What are your thoughts on sneaker culture now? Is it inclusive enough?

KJ: It’s a lot more inclusive than it was before. In the very beginning, maybe late 80s and early 90s when sneaker blogs became a thing, it was only a handful of legitimate websites that people would go to for knowledge. Today, you can go onto Instagram and find thousands of different pages that are talking about the latest drops but before it was only a few bloggers that had that kind of power. Because of the internet and social media, you can now Google anything and learn its entire history from multiple sources as opposed to having access to only one platform or voice. I think it is very freeing and liberating, and it's now created this online sneaker community that transcends geographical lines.

AMAKA: If you could compile a beginner’s guide on buying sneakers, what would you include as golden rules?

KJ: Number one, always go with what you like — don’t buy things for the hype of it. If you feel cool in it, then that’s what you should buy. Number two, just be wary of fake sneakers. The easiest way to tell is by the price and this is usually the first red flag. Go to more reputable sites. Sportscene and Shesha (sheshalifestyle.com) always have dope s*** - as you always know you’re going to buy something authentic.

AMAKA: What are some of your top tips on storing and taking care of sneakers?

KJ: There’s something that a lot of people don't know and I had to educate my parents on this. I have an entire room for my kicks now and they’re all in boxes. I always get asked, “why do you keep all these shoes in their boxes?” The reason is if ever you want to resell your sneakers they’re a lot more valuable if they come in the original box. Not only that, it prevents them from getting dusty. If you just chuck them in your wardrobe with your other shoes, they’ll get creased and dirty. It’s just an easy way to store them so they stay in good condition. All of my pairs are currently in boxes, except my Air Jordan 1’s…

AMAKA: How come?

KJ: They’re my favourite silhouette and sneaker, and I spend a lot of money buying them. I want them on display, I want them to be seen and I’ll probably never sell them.

Image courtesy of Kim Jayde

AMAKA: How many sneakers do you own now?

KJ: This is so embarrassing. Like 120 pairs! But they’re super valuable. For instance, one of the pairs I bought cost me $250 (R3725) and then I spent $336 (R5000) importing them from New York — that’s a lot of money, it’s more than the actual shoe to import them. But now I checked online and they’re reselling for $3830 (R57000) which is insane. So, it just goes to show you how valuable it is if you’re smart with your purchases and take good care of them.

AMAKA: Out of your entire collection which pair do you really love?

KJ: Okay, I’m going to teach you a word that’s used in the sneaker community. In sneaker terminology they use the word ‘grail’ - it’s your most valuable or most prized sneaker. So my ‘grail’ would be the Air Jordan 4 Retros — they’re the ‘Sails’, the collaboration between Off-White and Jordan. I wore them to Sneaker Exchange last year (the only one that was held in Johannesburg) and the guys went nuts! They were like: “Omg you’re wearing them! S*** they’re so crazy!” I’ve never felt so cool (laughs).

AMAKA: What’s the most “affordable” and most expensive pair in your closet?

KJ: I think my most affordable pair is my denim chucks as they cost less than R700 and they’re super cute. My most expensive is definitely the ‘Sails’ — the Off-White and Jordan collab.

AMAKA: So let’s envision (and also manifest) that in a few years there’ll be talk about Kim Jayde developing a capsule sneaker collection. If you had free reign to collaborate with anyone, who would be your dream brand partner?

KJ: Definitely Jordan, and I think it would be a Jordan 1 silhouette.

AMAKA: Something I learned last year is that sneaker retail is really an experience for many people, and this notion only clicked while traveling in Tokyo with two friends who are serious sneakerheads. What’s the most memorable sneaker store you’ve ever visited?

KJ: Let me up that and say not a store but an event. So once a year in Dubai, there’s a festival called Sole DXB. I flew to Sole, and it was the most incredible experience because all the brands globally come to do pop-ups. From Nike to Dior, each pop-up is built from the ground up, and then every brand flies in artists from all over the world to perform in their stores or on the main stage. That year, the lineup included Sho Madjozi and Youngsta and Reebok also flew in AKA to perform. It was just a really beautiful time to see young, African talent represented but also be amongst sneakerheads from all over the globe and seeing how others style their kicks as everyone had different ways of expressing themselves.

AMAKA: If you could raid another celebrity’s sneaker collection, who would it be?

KJ: Riky Rick has an insane sneaker collection and closet. He also works with designers from all over the world so definitely him. But I’m going to put you onto a guy - his name is Mo (@afrikkid on IG). He’s an international artist agent based in Johannesburg and whenever a sneaker drops, he buys one of every colour. His collection is ridiculous as he has over 600 pairs. You literally drool over his collection.

Image courtesy of Kim Jayde

AMAKA: So what’s next for Kim Jayde and is a second season of Kickin' It With Kim Jayde in the works?

KJ: We definitely want a season two. In the year to come, there are going to be some really big projects that are going into Africa, which I will not only be the face of but my production company will be shooting the content. I think just growing as a businesswoman is very important — diversifying yourself as an independent person outside of the platforms you became known for. I went from being on MTV for three years to now being my own boss, running my own business, and being responsible for employing young, creative people of colour in the industry. Pushing that message as much as possible and giving back to projects I’m passionate about like the Teddy Bear Clinic, which is a non-profit organization working with survivors of sexual abuse.

Image courtesy of Kim Jayde

Style Confidential

AMAKA: Your trademark fashion piece or accessory that you cannot leave the house without?

KJ: Let me be responsible and say a mask? I’ve gathered a collection of over 50 masks. A lot of local designers are making masks right now so I think it’s always important to support local [businesses].

AMAKA: The best purchase you ever made?

KJ: Can it be a hand me down that I love? My mum gave me one of her Louis Vuitton bags and I’m obsessed with it. It makes me feel sophisticated and like a boss babe even when I’m in sweats.

AMAKA: A trend you wish society would bury forever?

KJ: Crocs. No disrespect.

AMAKA: Three style items you feel are worth splurging on?

KJ: Always invest in a classic pair of shoes and a classic bag - everything else comes in and out of fashion. An Air Jordan 1 has been cool since the 90s and in 50 years, it’ll still be cool.

Image courtesy of Kim Jayde

Image courtesy of Kim Jayde