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When you think of sneaker culture, one name likely comes to mind: Michael Jordan. Since the release of the first pair of 'Air Jordans' in 1985, sneakerheads have been buying, selling, and collecting these iconic shoes. It's a culture that has turned the sneaker market into a multi-billion-dollar industry, expected to reach thirty-billion dollars by 2030 according to Cowen Equity Research. And one boutique that's at the center of it all is Jawns on Fire, owned by Brian Dein.

Brian Dein discussing sneakerhead culture at Jawns on Fire Sneaker Boutique

Dein's first pair of black, red, and white 'Nike Air Jordans' are on display inside his sneaker boutique. "I loved wearing them," he recalls. "I wore them for a year and a half until I had two holes in the bottom and my toes were crawling under. I didn't know it at the time, but that was the beginning of, call it 'sneaker culture'."

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Group of friends showcasing their unique sneaker style at Jawns on Fire Sneaker Boutique

But sneaker culture is more than just owning a pair of shoes. It's a lifestyle with its own language. For example, a "sneakerhead" is someone who starts their outfit with the sneakers they're going to wear, while "DS" or "deadstock" refers to brand new sneakers. And then there's the term "Jawn", which can refer to a person, place, or thing.

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Miles Campbell discussing sneakerhead culture at Jawns on Fire Sneaker Boutique

For Logan Boone, it's all about personal expression. "It's your Jawn, it's your personality, it's what you like," he explains. And for Niko Tarasi, it's about borrowing his mom's shoes to wear. "When I put them on, I'm like, wait, what? I need to like them too because we're wearing the same size," he says.

Tarasi family discussing sneakerhead culture at Jawns on Fire Sneaker Boutique

But it's not just about wearing sneakers - it's also about buying and selling them. Braden Zimmerman is only fifteen years old, but he's already making thousands of dollars by reselling sneakers online. "The money per hour that I am making is a lot compared to getting a regular day job," he says.

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Jasmine Brooks using touchscreen to browse sneaker selection at Jawns on Fire Sneaker Boutique

At Jawns on Fire, there are over 1,300 styles of sneakers to choose from. And with the help of a touchscreen, even sneaker newbies can navigate the selection with ease. But it's the passion for sneakers that keeps the sneaker culture thriving.

So, whether you're a seasoned collector or just starting out, be sure to check out Jawns on Fire and immerse yourself in the fascinating world of sneaker culture.