One of the world's favorite sneakers, Converse's Chuck Taylor All Star, is getting an unexpected revamp; its first since its debut 98 years ago.
But you'll have to look very carefully to spot any changes! The latest design branded "Converse Chuck Taylor All Star II" won't change its appearance drastically, but rather give your feet the extra comfort it needs.
Starting from $70 (low-tops), the Chuck 2.0 will feature more refined materials, including the "Nike Lunarlon sockliner" for cushioning people's feet and ankles, which will be assisted by a foam padded collar.
Not only that, Converse will hope to make putting on the shoe more smoother with a "non-slip" tongue, supported by "super soft" shoe lining made of micro-suede to make shoes feel more breathable for longer.
For those who like to wear their Converses all the time, but feel like the material is wearing away; Converse's Chuck II promises to have a more reliable "premium canvas" material, which comes with the iconic All Star trademark.
The Chuck Taylor II will be available from July 28th, in four distinct colors, with a suggested retail price for both hi-top and low-top styles at $75 and $70 respectively.
Jim Calhoun, CEO and president of Converse, said in a statement that the launch of Chuck II will be "ground-breaking" for the retailer.
"The launch of Chuck II is a ground-breaking moment for Converse as we continue to move the brand forward through creativity and innovation, ushering in not just a new sneaker, but a completely new way of thinking."
Richard Copcutt, vice president and general manager of Converse All Star also said that they listened to consumers to make sure the new design kept the beloved aspects of the original.
"We listened and took it to heart that people love their Chucks and want sneakers that are built to enable them to do more. The Chuck II is the full expression of this consumer obsession, staying true to the DNA of the original."
The company had released a presale of a limited edition and collectible version of the "Chuck II", however, since the announcement Thursday, the presale has already sold out.
—By CNBC's Alexandra Gibbs, follow her on Twitter @AlexGibbsy.