1 pneu recyclé pour 3 paires produites | Sneaker basse en cuir blanc et doublure en cuir blanc réalisée à la main. Semelle en caoutchouc recyclé couleur blanc conçue à partir de pneus recyclés, rendant chaque modèle unique.
Source: Glencoe Cuir Blanc / Suède Bluette
Yes, I know the description is in French, but the message here is the same. I’m in the process of writing a new book and in it I’ve decided to look at brands, retailers and startups that have to reemerge from the COVID-19 crisis. The book was going to originally be about my continued use of StockX, but as I was writing we were all struck by the reality of the pandemic. I realized that what I was writing required more depth.
In the book I have a chapter discussing how now is the time to plan on launching a new business. While many companies are struggling, it is in difficult times that people and businesses find out how to be resilient and all businesses need to be able to withstand the environment we are in right now. Not because of the virus, but because retail has shifted in a manner that is exposing the shortcomings of all businesses. On to oth #offthehook. I’ve dropped a post about the brand on this site before and I explained that the name is an appropriation of a Hip-Hop term popularized by the Beatnuts. This Paris brand has created a casual performance shoe that looks great but is prepared to walk off the beaten path.
The shoe arrives in a few colorways, but it’s the construction and outsole here that are important. I’ve been raving about my upcoming custom shoe from COMUNITYmade in Downtown Los Angeles. oth. is a similar company. Their footwear is handmade in Portugal and to keep in step with the times they have taken recycled tires to create the outsole. Sustainability is becoming more important and companies like oth. deserve an opportunity to be discovered, especially at this moment. In their own words and the reason I decided to share this post today after getting an e-mail:
OTH is less than two years old, so this period of uncertainty inevitably weakens the brand and its future.
This is why we have decided to keep the e-shop open and to offer you a 20% discount on the entire current collection until delivery resumes, using the following code: LATESHIPMENT20
As much as I think this moment is a hard reset and people should plan to explode from the gates once this is over, brands that are small and have worked to build don’t have money in the coffers to survive one week off in many instances. A sudden two months off could mean sudden death. Every little bit counts. If you’re interested in supporting the young Parisian brand take a moment to visit the link below:
Sustainability:
https://oth-paris.com/pages/projet