Not Your Average Sole

The current age may generally be defined as being one of “information overload”. We can see more than we want to on almost any given topic, at any given time. Or so we think. One essential people group that has largely escaped notice are the elderly. Which is odd, considering that our well-being has generally been built on the backs of their love and efforts. Not only are they seldom seen or heard of in media (unless they are politicians), but they most certainly are not linked to trending phenomena. Not until the curious mind of Irv Blames Jake was left to its own devices.

Irvin Khumalo, aka “Irv Blames Jake”, is a 30-year-old multi-talented creative based in Soweto, South Africa. The upbeat photographer also takes to expressing himself as a videographer and DJ. For altruistic and lighthearted reasons he formed a link between the elderly in his township and sneaker culture, which has legions of dedicated fans globally.

His photo project, aptly named “not your average sole”, was born as he was walking home from a product photography shoot.

‘I had recently bought a pair of Nike Airmax 90 sneakers. As I was walking I thought, “DAYM! these Airmax sneakers are mad comfortable!”. Then BOOM! I started thinking about the long distances that our grandparents walk when they visit the clinic or collect their monthly pension from the government. I’d previously observed that most of them complain about suffering from swelling feet after walking long distances. So I thought, “why not buy dope sneakers for grandparents so they can [experience] the technology implemented on the sneaker… Chances are, the sneakers might help them walk comfortably.’

It just so happened that he was right…

The artist further elaborates that most of the elderly that were part of his project live in disadvantaged communities and unfortunately can’t afford to do certain things for themselves. Some of them struggle to walk long or short distances. Some use crutches, others wear shoes that are not in very good condition. So respectfully asking for their participation, explaining how sneakers are designed today and convincing them to try them on had a positive impact.

“I remember a time when we would not be caught dead in clothes that our grandparents wear. Times have changed though. What would happen if we switch it up a bit? What if our parents and grandparents wear what we wear?

So the next time you’re out shopping for the latest pair of kicks, grab a pair for your grandparents as well. Now that would be something!” Khumalo muses.