This week I braved Amsterdam’s wintry cold snap to attend the pop up launch of !SYOU, a small, ‘glocally’-based sneaker brand that is causing a quiet revolution in casual footwear. I say ‘quiet’ for now, but I think we’ll be seeing and hearing a lot more from companies like !SYOU in the future. The crew at !SYOU helped us create our sustainable gift bag last year, since they’re so well-connected around the planet where it matters – and it’s a skill that is definitely an asset to their current business model.
In a world where sadly, sweat shop is still the norm, the creative forces behind !SYOU (founded by Butterfly Works and DAY) set out to create human partnerships with their co-creators in countries like Burkina Faso, Colombia, Brazil and The Philippines. They call the concept ‘co-designing,’ and it’s a twist on fair trade which is more of a creative partnership than raw materials transaction. Products – in this case, a funky sneaker – are part-produced using locally sourced materials like cotton and recycled plastic bags. A share of the retail price goes directly back to the artisans who help create the product, with the aim of stimulating creativity and economic development.
Want to walk with us? asks !SYOU. Well, Amsterdammers will get another chance to do exactly that at Club Trouw on 21st May. Other store locations and dates will follow throughout the summer – and let’s hope that summer has arrived by then.
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