A Chuck of a Different Color

I have chosen to do a semiotic analysis of Converse's Chuck Taylor All Stars. These sneakers have been around for the better part of the last century, first as a basketball shoe, progressing into a casual sneaker that can go with almost any outfit. Their logo is a simple star enclosed in a circle, with Chuck Taylor's signature sandwiched between the words "Converse All-Star", the same as it has always been which is a testament to the popularity of this truly all-American shoe. These shoes have been adopted by many different groups (and individuals) within American society from the quirky musician to the punk high-school kid. The simplicity of the All-Star is obvious in its design, yet the abundance of colors, patterns, and styles appeals to consumers and allows them to assert their individuality through their footwear.

The Converse All-Star was first produced only in black, but in the year 2008 there are hundreds of different Chucks to choose from. The majority of Chucks are made of canvas, a cheap material for sneakers thus making them affordable for almost anyone. In addition, the shoes themselves serve as a makeshift canvas on which artists can add their own personal touch. With the variety of All-Stars available, each person can head to the Converse website and sift through shoes looking for the pair they feel best represents who they are. I think this buys into Americans’ desire to make decisions about the aesthetic quality of the material goods they buy. As a society we love to have lots of choices so that we can pick items that concur with our own personal taste. In making these choices we are outwardly displaying an internal identity to those around us, communicating something of ourselves through what we wear and own.

This particular brand of shoe says a lot about my personal identity. For starters, I generally regard comfort as one of my highest priorities when shopping for shoes (and clothes, for that matter) and Chucks have always been some of the most comfortable shoes, in my opinion. Secondly, the shoes were originally produced as a basketball shoe, tweaked by Chuck Taylor himself to be more comfortable for players, so the shoe has a history that defines what it is today. In fact, the original design has stayed essentially the same for all these years, and it is still today an extremely popular shoe. Of course now its popularity is with kids, teens, and adults of all walks of life, rather than among professional basketball players, but I am impressed with the brand's resiliency and ability to remain appealing to consumers of all ages. My tastes when it comes to clothes are simple, and Chucks speak to this sense of simplicity: plain rubber-soled, lace-up sneakers that come in a wide range of colors and patterns to choose from. Also, it’s hard to think of just one type of person who wears Chuck Taylors; tons of people love them, dress them up or down, and wear them until they fall apart. I think my love of Chucks shows that I prefer not to be pigeon-holed into a “type”, instead I’m as versatile as my sneakers are.