Always check your DM’s. No matter who it is, make sure you respond, because you might be talking to somebody pretty cool who just started a new account. This exact thing happened to me last week, when an IG account called @printgun DM’d me. I was intrigued by them, and it turns out it was run by the creative director of Miami’s UNKNWN, Peter Eliason. For those of you don’t know, UNKNWN is a Miami-based streetwear and sneaker shop co-founded by LeBron James, Jaron Kanfer, and Frankie Walker, Jr. They’ve got a great aesthetic and recently dropped a very rare “Friends & Family” 305 Air Max 90, which resells for over $1,000.
I asked Peter if he would be willing to answer a few questions about UNKNWN and what he’s been up to lately.
DH: Where did you grow up and when did you become interested in sneakers/sneaker culture?
PE: I grew up in New York – the nucleus of all sneaker culture, and the best sports teams in the world – the Giants/Knicks/Yankees. My First pair of Nike’s were the Air Flight Turbulence’s (1996). I have them somewhere…but I’m honestly looking for a deadstock pair size 9 if anyone has them!
DH: What brought you to Miami?
PE: For me, it was about growth. Miami is undergoing so much development and the opportunities here are endless. I believe it is the true 6th borough in the sense of its culture and impact on entertainment. I know that it will attract more and more industry over the next 5-10 years which is really exciting.
DH: What’s the story behind UNKNWN for those who may not know?
PE: It’s all about discovery. As much as UNKNWN is known for LeBron’s involvement, it was built on highlighting new brands and design by giving access to people in the mall environment. The mall was a pivotal place for UNKNWN to take brands that have never existed in that sort of shopping center and give millions of people access to them. Our new Wynwood Flagship is the next generation of UNKNWN, providing a basketball court that will build the community through events and activations.
DH: What can you tell me about the UNKNWN x Air Max collab? How did that come about?
PE: The Miami DNA…it only made sense to share an AM90 in a satin Miami Hurricanes color-way. Miami has so many iconic features…UM football being one of them. The landscape around us always drives creation and we love to tap into the culture around the 305.
DH: What other projects have you been working on these days?
PE: Everything custom. 2020 is such a pivotal moment in fashion and style and I believe the future is personalized and custom. I am developing a web-application (@PrintGun) that will allow users to upload unique artwork for quick customization of products & apparel. It’s an exciting time and there is a lot of opportunity for innovation.
To check out more on the UNKNWN website, click here.
