Those who follow this site know well that I rarely break down and put my ‘virtual’ face to endorse a product or brand in a blatant way.
This is one of the cases in which, instead, I want to put my personal bet on it.
The collaboration of Wait Fashion with the Brini Showroom and Andreoli Showroom showrooms has been going on for some years now, united in a single entity called BigANDFlorence showroom.
Our collaboration is based on this simple principle: we pass some brands and first fruits that they deal with in their showroom and when there is something really interesting we publish it.
And this is the case.
On the contrary. The thing is, I’m also pretty irritated … yes, irritated, that’s right. Because in the face of such a bowler hat they still do not give me the green light to publish all the images.
But then, instead of waiting, before the rumor spreads to the sound of the people …. I decided to take a little liberty … make an anticipation.
Let’s start by saying that I’m talking about a SNEAKER. A sneaker not linked to a large planetary brand like Nike, Adidas; New Balance and co … it is instead one of those brands, with clean shapes, but at the same time original, or rather, ICONIC, which are often capable of making a bang. Thanks to a well-chosen product, recognizable by positioning in the right boutiques. I think about what has come out for brands like Autry, for Ghoud, for P448 in the past and present seasons. It’s clear. There is no magic formula and no certain way. But at least a series of elements that must be combined to make this possible.
Good. This new brand is called STR*HYPE. And it starts very well right away.
And I’ll explain why, point by point.
Start point. A winning team and team, with a history behind it.
Like any success story, especially in fashion, you need a perfect combination of various personalities, supported by a strong company.
The brand was born from an idea of the designer Matteo Ciuti, in collaboration with Francesco Cipriani, Digital Manager and Lorenzo Serafini, Photographer, as well as Leonardo Tuti, WorldWide Sales Director.
As always, and even more today, an idea is not enough, but a solid company with history, know-how and quality is needed.
It is the one that arrived with the collaboration, now tested, with the historic Boemos shoe factory, in the province of Florence.
Boemos has a history of over 60 years, made up of experience and professionalism in the footwear sector, the ability to open its horizons to the world of sneaker, producing for some of the most important brands on the market.
This is the strength that makes it today one of the most functional Tuscan companies in this product range.
Second step: a credible name.
Name and logo. It is the first approach of a product and here I think we all agree. A brand is simple and at the same time well memorable.STR*HYPE. The name is not at all casual but comes from the fusion of two words; Street and Hype, where the two terms refer to the meaning of the purest and most radical street-style essence, where the street, that of the 70s and 80s, is seen as the creative mother of socio-cultural and political movements, of music, of art, of fashion itself.
Name approved; for STR*HYPE!
Product philosophy.
Ecology and eco-compatibility.
It is a starting point that is very much felt today and towards which the public is increasingly sensitive. But let’s face it, if the product is ugly, it can be as environmentally friendly as possible but it won’t sell. We talk about fashion, guys.
And here the product, on the other hand, is beautiful.
Returning to the compatibility discrepancy, STR*HYPE has put a lot into play on this issue. The brand can state that over 90% of its materials are of recycled or vegan origin. For example, the upper material is entirely made by Coronet, and it is a completely vegan fabric.
Design.
And then another point, in my opinion FUNDAMENTAL. The crossroads of everything. The design.
These shoes (which I show you here only in one of their ‘early-design’ models and therefore simply a step of the modeling, and not the final one) manage to take elements, shapes, details, which are in the air, which derive from other collections ( think of the spoiler on the rear heel present in Sacai sneakers for Nike, think of the raw-cut tongue with a vintage touch that smells of Blazer) and put them together giving life to something sensible, balanced …. without making of all these element together appearing like disjointed patchwork.
Packaging.
Even mints sellers know this. Packaging is everything.
No, that’s not really everthing for me, but is SO important. Luckily in fashion, there is something better than mints tha are all the same: the design of the product.
But it cannot be denied that, like the cover of a good record, the box containing an object that must convey emotions must also excite. And what to say. Good ones from STR*HYPE. Here too we are and you can see the care in every detail.
Price and positioning.
The price. To enter this range, at least the first season, in my opinion, it is necessary to place yourself under € 200 for the public. And even here, from the direction, they tell me: here we are.
In short, enjoy this small preview of the STR*HYPE … waiting for them to give us the green light to publish all the official photos.
Do you agree that all the ingredients for potential success are on the table?
Stay tuned.
Official instagram page of STR*HYPE : @stryhype_sneakers
Official site of STR*HYPE (coming soon): www.str-hype.com
Official site of BigAndFLorence showroom: www.bigand.it
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