Inspired by the enduring quality of '90s-era footwear, I'm creating a new brand to directly combat fast fashion. There’s a cult following for rare vintage boots and sneakers from brands like New Rock, Swear London, and Gordon Jack—and for good reason. These aren't just shoes; they're artifacts of an era defined by their bold, sculptural designs, intricate lacing, and robust construction. The fact that some of these boots are still perfectly wearable after 30 years is a powerful testament to their exceptional craftsmanship and the very opposite of today's disposable trends. My mission is to recapture that spirit and create footwear that is designed to last, not to be replaced. My brand will revive and modernize these iconic, out-of-production styles, offering a new generation the perfect fusion of rebellious vintage aesthetics and lasting quality.

In the alternative fashion world: Modern footwear lacks character. Today’s mass-market shoes are overproduced, low quality, and lack identity. Overproduction is an unsustainable practice. Iconic boot designs from brands like New Rock, Swear London, and Gordon Jack are no longer produced. We’ll offer a definitive answer to the lack of character in modern footwear by bringing back bold, iconic designs that have been missing from the market for years. We'll solve the issues of overproduction and low quality by focusing on small-batch production, using premium materials, and prioritizing craftsmanship over speed. Each pair will be an investment piece, designed to be a durable expression of personal style rather than a disposable trend. By reviving these legendary styles, we are not just selling shoes; we are providing a sustainable, high-quality alternative to a broken system.