Reebok, PaperBoy Paris and BEAMS announce their first collective collaboration to reimagine the Club C Legacy and Club C 85. Reebok teamed up with the Japanese fashion retailer and hybrid restaurant-streetwear label to create a fresh take on the Club C silhouettes, inspired by the “milk boy”— a close cousin of the paper boy mascot.
A well-known name in the world of streetwear, PaperBoy Paris is a unique, hybrid brand that also functions as a Parisian café. The brand’s cap-wearing mascot print has become extremely recognizable in the streetwear and fashion industries and continues to grow in popularity due to one-of-a-kind, highly anticipated collaborations, including several with fashion retailer, BEAMS.
While Reebok teamed up with BEAMS on the Reebok x BEAMS Club C Laceless Mule earlier this month, this is the first time the brand has worked with PaperBoy Paris, and the first capsule the three brands have designed together.
“Here at PaperBoy, we’re all kids of the ‘90’s and have worn the Club C since our childhood,” said James Dridi, PaperBoy Paris Founder. “It’s a dream come true to have the chance to design new iterations of the Club C silhouettes, especially with BEAMS, our emblematic partner.”
The ultimate goal for the Club C refresh was to keep the branding and look of the silhouettes pure, while subtly connecting the design back to the PaperBoy Paris restaurant, including the ingredients used—such as milk—and the meals cooked.
To design the Club C Legacy, the brands brought together the unique universes of Reebok, BEAMS and PaperBoy Paris in a simple, refined manner for today’s consumer. Comprised of rubber and garment leather in a white and core black colorway, the Club C Legacy seamlessly combines each of the brand’s fonts and logos throughout the shoe, and features restaurant-inspired illustrations on the sock liner to tie back to PaperBoy Paris’ DNA.