What does DS mean in shoes? Everything you need to know!
Hello, my Kickers!! I hope y’all are having a good time working, relaxing, playing, and kicking!
Let’s start with a story today.
Nearly three years ago, I came across the sneaker term: “DS,” which stood for deadstock!
Now, as someone who assumed what Dead Stock meant, I decided that DS meant that the manufacturer is no longer producing a particular model of shoe.
And I was happy in my fairyland.
Until, I met Alan, my friend Mitch’s friend and I loved his shoes.
He was wearing a pair of black Nike Air Jordan 11 “Neapolitan” sneakers and I asked him: “Are your shoes deadstock?”
And he replied, well, I’m wearing them.
Again I asked, yes, but, are they deadstock?
He gave the same reply and asked me, “what do you think—what does DS mean in shoes?”
I shared my understanding, and that was the moment of enlightenment.
This was the point where he shared that:
“Deadstock shoes are those kicks that have never been worn or even tried on. They have their price tags intact, their boxes are in perfect condition, and the shoes have never practically touched the ground, grass, floor, or lava!”
I was blown away, and today, I thought of sharing this information with my readers.
So, what’s the history of Deadstocks?
In the past, deadstock meant unsold inventory that remained on store shelves or in warehouses. This was often because it was no longer in production or outdated—huh, so, I wasn’t incorrect, I was just late!
However, in the modern sneaker community, “Deadstock” or DS shoes means a pair of shoes that have never been worn and are in brand new condition. They have all the original packaging, tags, and accessories.
How does a shoe become “Deadstock?”
Have you wondered why deadstock becomes deadstock? Why are some items, despite being in a 10/10 condition, never worn, let alone sold? Is there a catch? Well, partly, yes.
Shoes can become deadstock for a variety of reasons despite being in brand-new condition. Some of these reasons include retail dynamics, market trends, and consumer behavior. Here’s a further explanation for you to understand the whole concept better:
1. Overproduction
Sometimes, manufacturers end up manufacturing more units than the market demands. This can happen due to optimistic sales forecasts, which may lead to excess inventory being unsold.
As a result, many pairs may go unsold, leading to a bunch of DS shoes lying around the manufacturer’s inventory.
2. Inventory management
Besides overproduction, many retailers overestimate the demand and order too much stock. When these items don’t sell as expected, they become deadstock.
3. Changing fashion trends/fast fashion
The biggest factor behind deadstock becoming deadstock is fast fashion. Customers want something fresh every single day, which it difficult to keep up with the sales. Shoes that were once in style can quickly fall out of trend, giving retailers and brands unsold stock.
4. Market saturation
When too many similar products are released, the market may become saturated, making selling all the units produced harder. As a result, a lot of the inventory can end up as deadstock.
5. Seasonal demand
Have you seen the limited edition shoes that come at specific times of the year? Especially around the seasons changing? This is because some shoes are designed for specific seasons. If they don’t sell within the appropriate time frame, they have the potential to remain unsold until the next season. By this time, new models have already been released, thus making the previous edition a deadstock.
6. Poorly timed releases
Poorly timed releases can have a significant impact on sales. For example, launching a summer shoe collection too late in the season may result in unsold inventory because demand for summer footwear decreases as the season progresses, resulting in deadstock (DS) shoes.
7. Insufficient marketing
A lack of an effective marketing strategy can prevent products from reaching their intended audience. It is unlikely to sell if potential customers are unaware of a product. Effective marketing is critical to preventing shoes from becoming DS (dead stock) due to a lack of visibility.
8. Retail placement
Shoes placed in less visible or less frequent retail locations may not attract enough customers, resulting in unsold inventory. Strategic placement in high-traffic areas is critical for increasing sales and preventing shoes from becoming DS (deadstock) due to low retail visibility.
9. Pricing strategies
Incorrect pricing can impact sales, due to which shoes can become deadstock. If shoes are priced too high relative to consumer expectations or competitor offerings, they may not sell.
10. Economic conditions
It is no secret that GDP, recessions, and economic downturns can cause fluctuations in business. Due to the reduced consumer spending power, stock can remain unsold and thus become deadstock.
11. Brand decisions
Brands sometimes deliberately produce limited runs of products to create exclusivity and hype. Unsold items from these runs sometimes become deadstock.
12. Damaged packaging
Even if the shoes themselves are in perfect condition, damaged packaging can make them harder to sell as new. Thus contributing to deadstock.
The difference between NDS, DS, and VNDS
Sneaker fans are aware that the condition or the quality of a pair of sneakers is crucial in the world of sneaker collecting. The terms Deadstock (DS), Near Deadstock (NDS), and Very Near Deadstock (VNDS) are commonly used terms to describe the present condition of the shoes, which can be an influential factor affecting their cost and attractiveness among sneaker fans. Understanding the difference between NDS, DS, and VNDS is essential for those who buy, sell, or collect shoes.
Deadstock (DS)
Deadstock does not necessarily mean a bad thing in the collector community. It also refers to completely new and never-worn-before shoes, which is what sneaker fans look for: shoes that are in mint condition, with all of their original packaging, accessories, and tags attached. Deadstock originally referred to unsold stock, but among collectors, it has evolved into the meaning flawless and unused.
Characteristics of deadstock shoes:
- Packaging: the packaging comes in their original box with attached tags or any additional accessories that came with the sneakers at the time of their release.
- Value: The value of sneakers can only be determined by their condition. To have the best resale value, they should be in good condition.
- Market perception: Sneaker fans often look for shoes that are in mint condition before they purchase them to add to their collection.
Near deadstock (NDS)
Near Deadstock (NDS) shoes refer to shoes that have only been worn a couple of times. They have very few traces of wear, yet they remain in good condition to be collected by sneaker fans. The shoes can virtually appear fresh at first glance.
Characteristics of near deadstock shoes:
- Condition: The shoes can appear to have slight indications of being used because of little creasing on the toe box and outsole.
- Packaging: The packaging can often include the original packaging and may contain additional accessories. However, it is not necessarily required.
- Value: The value of NDS shoes could be slightly lower than that of DS shoes, but only with minimal signs of wear.
- Market perception: NDS shoes are suitable for people searching for almost perfect shoes at a slightly lower price than DS.
Very near deadstock (VNDS)
The shoes that have been worn a little bit longer than NDS come under Very Near Deadstock (VNDS) but are still in an outstanding shape to be collected. VNDS may have more visible indications of wear and tear, such as slight differences in color or wrinkles on the toe box, but they still are near perfect.
Characteristics of very near deadstock shoes:
- Condition: VNDS shoes have been worn more than a couple of times, which can show small traces of wear but are still well-kept by the collector.
- Packaging: The packaging includes the original box and may also include accessories such as extra laces but that is somewhat unlikely.
- Value: Although the price of VNDS is lower than that of NDS and DS shoes, it can still have considerable resale value.
- Market perception: The collector may find it to be a reasonable compromise between the price and the quality, given that the shoes are almost new and in good condition at a lower price.
Differences table
Don’t want to read all that? Here’s a quick table to explain the difference between DS, NDS, and VNDS shoes:
Types Of DS shoes
Here’s a list of different types of DS kicks.
General release deadstock
General Release Deadstock shoes are various styles that were readily accessible when they were first released. However, they have become untouched with time, and sneaker fans have regarded them as treasures. Though they were once available to the general public, they have become significantly difficult to locate in deadstock conditions.
Characteristics of general release deadstock
- Availability: They were first manufactured in large quantities and were easily accessible.
- Accessibility: They were more widely accessible than limited editions but still held considerable prices when unused.
- Models: The model frequently included sub-models of popular styles within the brand’s collection.
Classic deadstock
Classic Deadstock shoes refer to shoes that were released at some significant time in the past but were maintained and kept in their initial state at the time of their purchase. The worth of these shoes increases with time as they start to get scarce and are close to becoming antiques with historical relevance. Collectors keep vintage Deadstock for their sentimental significance and the way they share the story of the progression of footwear fashion and lifestyle.
Characteristics of classic deadstock
- Uniqueness: The classics were released in the late 1900s, which makes them vintage and can make them difficult to locate in mint condition.
- Value: the worth of DS classics remains high, especially if they are part of a classic design series.
- Cultural Significance: The significance was typically connected to an important historical moment or simply to a reference to pop culture.
Limited edition deadstock
Limited edition deadstock refers to shoes made only in a limited quantity. They are usually released as part of an exclusive design series, often in partnership with exclusive designers or upcoming artists and celebrities. Because of their scarcity and exclusivity, these shoes attract a large number of sneaker fans, resulting in an increased market.
Characteristics of limited edition deadstock
- Launch strategy: Shoes are typically launched at exclusive events, or they organize a launch party to introduce their new product to the collectors’ community.
- Quantity: The production is not mass-produced, hence the significance of a limited edition. They only focus on producing a specified number of pairs with utmost perfection.
- Collaborations: Collaborations often entail relationships with well-known celebrities or brands. The exclusive partnership between the organization and the well-known artists can boost each other’s credibility.
- Packaging: The Packaging often includes one-of-a-kind additional accessories that add to its uniqueness.
Player exclusive deadstock
Player-exclusive deadstock shoes refer to shoes specifically made for elite players. These shoes can frequently include distinctive shades of color, personalized insignia, and technical enhancements. They are often not available in the market for the general population. They are either supplied straight to the professionals or created in severely restricted numbers for marketing campaigns.
Characteristics of player-exclusive deadstock
- Customization: The shoes are specifically designed to meet the requirements of professional athletes and have custom technical modifications to fit the player’s needs.
- Rarity: Player exclusives are exceptionally scarce and typically unavailable to the general population.
- Design: It involves a distinctive color palette and one-of-a-kind visual appeal. It can also have the player’s personalized embellishments, such as the player’s name or number monogrammed.
How to determine if deadstock sneakers are real?
Numerous criteria must be carefully examined and considered to determine whether deadstock sneakers are genuine.
Here are some steps that you can follow to check for the authentication of genuine DS shoes:
1. Inspect the box and packaging
To check whether the shoes/sneakers are authentic, you can consider that they come in their original box and are in good shape. The box should also reflect the brand’s standard packaging for the said edition of shoes.
- Labels and tags: The box should include the necessary tags and labels, which include SKU (stock-keeping units) numbers and barcodes.
- Packing material: The inside of the box’s packaging can have customized tissue paper in Limited edition DS. The genuine packaging material of authentic DS is often of good quality and thoroughly manufactured.
2. Inspect and examine details
DS shoes are made from superior-quality materials. To check the authenticity of the product, focus on the exterior and interior of the shoe, as they will use high-quality textile material such as leather or suede. Similarly, you can examine the stitches. They should have even seams without loose strands or uneven design.
- Examine branding and insignia: Verify that all the logos and brand symbols are properly positioned and spelled correctly and maintain the brand’s quality standard.
- Check for manufacturing number and tags: Most brands install unique codes inside the shoe, particularly exclusive models. Research the specific sneaker model to identify any unique features or markings. This information can be readily available on the brand’s authorized records.
3. Contrast and compare
Compare the sneaker to trusted images and be wary of deals that seem too good to be true. Credible sites offer extensive and researched information about particular shoe models and their design series. Sneaker fans can join online forums such as Niketalk and other social media communities to be a part of the sneaker community.
When’s the best time to get DS shoes?
The ideal period to buy Deadstock (DS) shoes is based on various criteria, including market perception, fast fashion trends, and more. To sum it up, here’s a quick infographic that’ll guide you around the best times to buy DS kicks.
Looking for more detailed information? I’ve got your back:
1. Holiday season (November – December)
These are the times when many brands usually release their new variants.
- Black friday: This is one of the biggest shopping events of the year, occurring the day after Thanksgiving in the United States. Retailers and brands often release exclusive or limited-edition DS shoes to capitalize on the shopping frenzy.
- Cybermonday: The Monday following Black Friday continues the trend of significant online sales, including exclusive releases and discounts on DS shoes.
- Christmas and holiday releases: In the weeks leading up to Christmas, numerous special editions are released. Brands take advantage of the holiday shopping season to launch high-demand items.
2. Back-to-school season (August – September)
We may find a few new sneaker arrivals around these periods:
- Late summer: Brands and retailers target the back-to-school market with new releases in late summer. This period sees a surge in DS shoe availability as students and parents prepare for the new school year.
- Special editions: Back-to-school promotions often include special colorways and limited editions designed to attract younger consumers.
3. Spring season (March – April)
While chasing Deadstocks, keep an eye on the following dates too:
- Spring releases: The beginning of spring marks the release of new collections. Brands introduce fresh styles and collaborations to coincide with the change in season.
- Easter: Some brands tie releases to Easter, offering exclusive designs that can become sought-after DS items.
4. Summer season (June – July)
During the summer season, several brands may launch their special editions that you can keep as Deadstocks. Keep an eye.
- Summer drops: Mid-year brands release summer-specific styles. These can include lightweight, breathable designs suitable for warmer weather.
- Festival and event-tied releases: Summertime festivals and events often see exclusive drops, attracting collectors and fans.
5. Major brand anniversary dates and events
Ever come across Nike’s anniversary edition sneakers? Many times sneakerheads get these kicks and keep them as deadstocks. To get these shoes, look out for the following events.
- Brand anniversaries: Significant anniversaries of popular sneaker brands often come with special releases. These dates are strategically used to introduce limited editions and collaborations.
- Sneaker conventions: Events like Sneaker Con, ComplexCon, and other sneaker-focused gatherings often feature exclusive releases timed with the events.
6. End-of-season sales
At the end of a season, retailers may release unique DS kicks as part of their inventory clearance strategies. This can be a good time to find deals on models from the concluding season.
7. Special collaborations and limited edition drops
Collaborations with celebrities, designers, or other brands can lead to highly anticipated releases, often scheduled around significant dates or events in the collaborators’ lives or careers.
8. Announced release calendars
Brands such as Nike, Adidas, and Jordan often have specific release calendars that outline the timing of their major drops. Staying informed via these schedules can help predict when DS shoes will be available.
Here are some of the latest release dates:
Nike- May 2024
In the last month, Nike released the following sneakers.
- Nike Air Foamposite One “Light Orewood Brown” – Black/Team Gold-Light Orewood Brown-Chrome, $240.
- Nike Zoom Vomero 5 “Racer Blue” – White/Racer Blue-Black, $160.
Adidas- May 2024
Adidas launched their SNS x Adidas SNS GT II sneaker on May 30, 2024, priced at $130.
Nike- Jordan May 2024
Nike rolled out the following Jordan kicks in May ’24.
- Air Jordan 17 Low “Lightning” – White/Lightning/Black/Chrome, $300, May 30.
- Jordan Tatum 2 “Denim” – Blue Void/Leche Blue-Tropical Twist-Bleached Coral, $125, May 30, 2024.
Marty’s final words
As you start your sneaker collection journey, you may come across a wide range of new terms, shoe types, sneaker trends, and whatnot! To be at the top of your sneaker game, you may need to regularly equip yourself with the right knowledge—trust me, there’s no room for half-information.
And I understand that. That’s what motivated me to write this elaborate guide about Deadstocks. Now, if you wish to explore your chances of getting a pair of Deadstock, check out my shop and make your pick, or simply, take the test here to find the best DS for yourself.
And for answers to your unanswered questions, take a look at the FAQs below.
FAQs
Let’s take a look at some of the most frequently asked questions.
1. How long do deadstocks last?
The answer depends on the collector.
For example, if I were the collector of Nike’s 50th-anniversary celebration deadstock sneakers, I would place them in a nice glass rack, with a separate compartment for their box, and I’d clean it every single day (or maybe once in two days).
This treatment might have allowed me to pass these on as a family tradition where my son, grandson, and his grandson too might have maintained them in their mint condition.
On the other hand, if I hadn’t been careful about my DS shoes, their lifespan might have been shortened.
2. How to buy deadstock shoes?
In most cases, you can find Deadstocks on a sneaker collector’s website or shop.
However, if you wish to make your own DS collection, you can start with any pair of your favorite sneakers and:
- keep them in a container
- never use them
- keep their box safe
- ensure their original tags are in-tact
- any additional accessories are also in mint condition
Apart from this, you can also check out my online shop, or drop by the physical store to grab your new pair of DS shoes.
3. How to make more money selling DS shoes?
Here’s one way to make money by selling DS kicks—buy new sneakers (preferably an SE or DS from a reseller), keep them in mint condition in a safe, dry container, wait out till their demand rises, and list them out for selling, when the time is right.
This simple business model has helped many sneakerheads mint ton-loads of money in the sneakers business.
Moving further, as your DS selling business starts showing growth, you can consider deciding on a brand name, building an e-commerce website, and selling shoes from your collection at lucrative prices.