Discover Autry's incredible history
Do you know the incredible history of the Autry brand? Do you know where these popular shoes come from? This is the fascinating subject of this article. We'll take you on a unique journey through the history of an American brand that has reinvented itself.
Reinventing itself? When you think about it, the expression “reinventing” seems a bit of an understatement. Sneakerheads have witnessed a veritable resurrection. This label is back in business after many years. Twenty-seven years, to be precise.
Here's a look back at this extraordinary destiny... which shows that even sneakers can sometimes get lost along the way. The important thing is to get on with the journey.
When was the Autry brand of sneakers created?
The Autry brand was born in Dallas, the illustrious oil city of Texas. The idea matured in the visionary mind of a certain Jim Autry. From the outset, the aim was to offer practical sports shoes. Performance had to take precedence over aesthetics. Autry's aim was to become a technical benchmark.
Style was not to be sacrificed, of course. But comfort was to remain the dominant criterion.
The Medialist model, a guarantee of breathability and practicality, quickly became the company's ambassador. It is the perfect embodiment of a striking slogan: “Less is more”. A minimalist philosophy, supported by the Action-Sorb sole.
A veritable jewel of technology, it proved “capable of absorbing 99.4% of impacts, compared with 4% for competing brands at the time”, according to GQ magazine, the benchmark for style.
Why did the Autry brand go out of business for almost 30 years?
During the 80's, in fact, nothing seemed to herald a premature end. And with good reason: Tennis Magazine, a trade magazine with a devilishly original name, voted Autry shoes the best sneakers of 1985.
It could have been the beginning of a smooth success story. But it wasn't. Awards and recognition aren't always enough. Several major players (Nike, Adidas...) held the Texan manufacturer back... Discover our article here : Autry, the Awakening of a Sneaker's Icon
In 1992, marathon rhymes painfully with disillusionment. The group had to close its doors, outstripped by the competition. Capitalism was neither its first nor its last victim. But these sneakers had not said their last word!
When and why did the Autry brand make a comeback? An Italian-style comeback
In one of its articles, GQ France uses an interesting expression that we couldn't pass up: for the magazine, the new Autry sneakers are “retro-modern”.
This term seems very appropriate. It highlights the compromise established between vintage and modernity. For its return in 2019, the Texan label didn't want to draw a line under its origins... while adapting to the challenges of the 21st century.
The geographic heart of the business has changed, too. Although these pairs of shoes still fly the American flag, they owe their comeback to... Italians! Yes, we warned you, there's nothing insignificant about the Autry route.
The Autry brand in 2024: the adventure continues!
Rest assured: these sneakers retain their DNA. They remain synonymous with quality and sturdiness. White is generally preferred to bright colors. The Venetians who gave the concept a new lease of life put functionality first. The new name, “Autry Action People”, echoes this perfectly! At the same time, they've brought Italian elegance into the equation.
We're convinced that this time, Autry will last (much) longer. This “revival” was a daring gamble... and a fascinating one.
We invite you to browse our shelves now to discover pairs of comfortable sneakers with a sleek design. We're happy to make these examples of precision available to you.
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