Resellers Forced to Wear “No Ls” Air Jordan 1s Out of Store

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“L” -OL

Yesterday, the aptly named “Not For Resale” Air Jordan 1 hit retailers. But despite it’s theme, which pokes fun at the hideous side of sneaker culture, the NRG limited edition release is already fetching 4x the retail price on StockX, with average sales just shy of $600.

WOW.

Despite all of this, one retailer made the effort to keep the sneaker true to the sneaker’s literal written meanings. Kentucky boutique Oneness demanded that all lucky all customers who picked up a pair were to not only wear the shoes out of the store, but they were forced to leave the box behind, too.

“We knew a few months ago a store overseas had some kids wear some shoes out of the store and they cleaned them outside, so I just took it one step further,” Oneness owner Joe Staley said in reference to Solebox’s Parra x Nike Air Max 1 release in July. “We’re playing on the story. I think the brands are trying to play with these stories nowadays, so [the release] helps to back the story up. We’re just trying to keep the culture alive and well.”

Staley says it’s the first—and possibly only—time that Oneness has enforced this policy and even though some customers were frustrated that they had to leave the box behind, the release went down smoothly overall.

“A lot of dudes are like ‘Oh, I want my box,'” Staley said. “But there are so many people who want to wear the shoes that can’t get them. So that was pretty much the strategic part here, to get more kids wearing them than flipping them. We want to thank everyone for their cooperation.”