Design Lab — army

Army is here

Army is here

The future is today. With each design we make clear our vision of the future:  minimalism, innovation, and innovation. But what does the future look like to you?

We like to take things a step further (we can’t help it), so we decided to head out to look for the answers. We rounded up a programmer, an astronomer, an educator, a chef, an architect and a journalist so they could tell us what their future looked like. And this is precisely the thrilling central theme of the campaign for our third model: Army.

About ten months ago, when we didn’t even have the first sketches on our table yet, we knew that we wanted to dress all those young visionary professionals, the ones who don’t go for the most obvious routes and are always leading the way.

Many of you had been asking us for a sportier model for a while, but one that maintained our values of minimalism and functionality. So we thought that this was the perfect moment to make a shoe that was by and for you. We heard you and today it’s ready to hit the street.

In the end Army has gone from being a project to becoming something very, very tangible. What started out as a shoe is now an entire movement and a resounding call to #dothefuture. Many have joined us already. How about you? Discover them here.