What once seemed like an impossibility is becoming one of the biggest problems for the Adidas Yeezy line right now—the hype around it is dying. This has never seemed more relevant than with the release of the “Mauve” Yeezy Boost 700 this past weekend. While the OG “Wave Runner” colorway is considered one of the best Yeezy releases to date by many fans, the dark-toned “Mauve” pair never felt as special. Brown sneakers have just never been very popular aside from the various “Wheat” iterations that have hit stores over the years and are harder to pull off— they can't be thrown on to match just anything.
The “Mauve” 700 also suffers from being part of a fading trend. When the 700 debuted, the “dad shoe” wave was still climbing to its apex behind models like the Balenciaga Triple S leading the way. People under the age of 50 even started wearing Nike Air Monarchs unironically. While not completely dead, the chunky sneaker trend is certainly not at the level it once was, at least in terms of mainstream style—which hurt the anticipation around the “Mauve” 700s.
Yeezys just aren’t the sneaker anymore. Sure, they are still popular, but oversaturation of models like the 350 V2 had already dimmed the excitement a bit. Virgil Abloh’s work with Nike seems to have overtaken Ye at the top of the hype food chain (although Nike is oversaturating that right now too) with every release selling out in mere minutes and flipping for hundreds over retail on the resell market with ease.