If the shoe fits, put your pizzeria’s logo on it. So says Scarr Pimentel, owner of Scarr’s Pizza Shop in New York.
Pimentel teamed up with his marketing director, Audie Villot, and sneaker enthusiast DJ Clark Kent to design retro Nike Air Force One (AF1) sneakers emblazoned with the restaurant’s own retro logo. With only 48 pairs available, a fortunate few, assembled at a private event hosted at the restaurant on the Lower East Side of New York City, walked home with these exclusive sneakers.
“The Air Force 1 has always been a part of our lives growing up here in Manhattan,” Pimentel tells Sole Collector. “It was the only Nike we could afford growing up. For me especially, and my boy Audie, we couldn’t really afford the Air Max or the Air Jordans or the Air Flight.”
Pimentel says that the idea to recreate the AF1 sneakers with his pizzeria’s brand came from a conversation with an old friend. They fondly reminisced on the shoe’s top-notch leather that fit in a way they haven’t seen since the 1980s.
“The quality of the shoe has changed throughout the years,” Pimentel says. “No one’s really done a shoe that replicates that era.”
The Scarr Pizza x Nike AF1 shoes mimic the original fit of that bygone era with mismatched-color swooshes and boast custom embroidery featuring the pizzeria logo emblazoned on the heel and tips of shoelaces. Positive messages appear on the shoe’s heel, such as “Word is Bond,” and “We Got This.” Near the toe reads an exclamation: “Free delivery?!” with its phone number printed below.
Pimentel didn’t hold back on quality of its materials, especially leather. This is akin to the pride he takes in running his 750-square-foot pizzeria, where he stone-grinds flour daily. Like the sneakers, Pimentel bakes New York slices that remind him of those he ate as a young boy in Harlem.
While these exclusive shoes are off the market, Scarr’s Pizza is open at 22 Orchard Street in New York.