Zappos.com has launched The_ONES, a new retail concept celebrating the classics, starting with classic sneakers. It encompasses a new online hub (FindTheOnes.com), shoppable Instagram (@The_ONES), and limited-time “pop-ins” in premium boutiques beginning with BEYOND, a pop-up by Tarek Hassan. A curated edit of The_ONES’ classic assortment will also pop in at Bird Brooklyn.

“The launch of The_ONES marks the beginning of a new era of sneakerhead,” says Jeff Espersen, Zappos’ VP of merchandising. “From the passionate collector to the casual street-chic fashionista, there’s an underserved consumer who loves the closet classics as much as we do. The_ONES is our way of bringing inclusivity back to the sneaker community and celebrating the shoes we reach for time and time again.”

Where to Find The_ONES Online
Sneaker enthusiasts can visit FindTheOnes.com, powered by Zappos, to browse a curated assortment of classics (those you love to death, replace, repeat) and instant classics (new releases that instantly cement themselves as classics) from iconic brands including Vans, Puma, Adidas, and Converse. The site also holds an immersive network of editorial content from exclusive interviews with sneaker icons like Stan Smith, to original videos and illustrations, to features on the artists, musicians, and makers who live their lives in these shoes. A dynamic mix of original photos, videos, and GIFs can also be found on @The_ONES on Instagram, with an integrated shopping experience provided by Curalate.

Where to Find The_ONES IRL

The_ONES is partnering with select boutiques for “pops-in,” starting with BEYOND, a pop-up by Tarek Hassan, and Bird Brooklyn. A mutually beneficial collaboration between online retail and brick and mortar, the pop-ins will provide shoppers with a curated assortment of classic sneakers powered by Zappos’ stellar customer service, letting customers take their shoes home that day.

Zappos and The_ONES will also show up outside a handful of NYC sneaker drops, treating those waiting in line to surprises including Zappos’ decked-out, gender-neutral Porta-Party and gear giveaways.

The_ONES’ activations taking place in NYC will include:

  • November 11 – Concepts International The_ONES shows up for the new Adidas Originals by Pharrell drop at Concepts with a bundle of surprises including Zappos’ Porta-Party, free shoe-cleaning by Sneaker LAB, and some seriously good giveaways.
  • November 15 through the new year – BEYOND, a pop-up by Tarek Hassan The_ONES launches a limited-time pop-in at the new BEYOND retail installation next door to the Arlo Hotel.
  • November 15 through the new year – Bird Brooklyn Bird shoppers can browse a curated edit of classic sneakers at The_ONES pop-in at their flagship Williamsburg location, created with the style-savvy fashionista in mind.

“We’re super excited to be partnering with Zappos on The_ONES,” says Jennifer Mankins, founder of Bird Brooklyn. “These classic sneakers are the iconic shoes that have been defining our collective style for decades. Our customers love these sneakers. We’re thrilled to be able to offer our curated edit of The_ONES backed by the operational and logistical expertise of Zappos. And we’re really pleased to use this as an opportunity to work with their charitable arm, Zappos for Good, to collect and send donated shoes to victims of Hurricane Maria in Puerto Rico.”

New Yorkers will also see artful outdoor displays by illustrator Timothy Goodman (40 Days of Dating) popping up around the city in a graphic series of love letters and illustrations of classic sneakers.

What’s Next?

The_ONES is set to become Zappos’ home for launching future collaborations and exclusives. Stay tuned because we’ve got some exciting things in store for 2018.