SOLEBOX x NB x TOOTHPASTE

The new collab with NB has been named the "Toothpaste Pack". Enlighten us on how the name came about.

As you know the best ideas come when you aren’t really thinking about it: For example on the toilet, driving your car, watching TV, or when you have sex, or your brushing your teeth! I thought why not do something fresh like something which freshens your daily life. Like showering, washing or brushing your teeth.

Sometimes I think too far ahead, like thinking about a complete marketing strategy. On this project the ideas go pretty far... It would be great to make a complete set of shoes with toothpaste and brush. Plus get some educational info about brushing your teeth... and maybe involve a big toothpaste company or brush company to do a collaboration. Imagine a toothbrush by Solebox, let us say in white glossy material with an orange brush and a glow in the dark Solebox logo. Or a toothpaste with Solebox splitters in the clear paste… Am I going too far? ;)

By the way the colors are inspired by a toothpaste company that have something for your morning and evening brushing. A set of two toothpastes. I don’t not know if it is known globally. So let’s call them Mint and Orange Flavor. The original toothpaste is mint for both and only comes in two different tube colorways.

The shoe steers clear of the in yo' face colourways that we have been over fed in the last year or so, and brings it back to a nicer, cleaner stylized look. Was this the deliberate intention?

NB is a brand with a long history, known for superb quality and craftsmanship. Too much is too much on a shoe of this brand. These two colorways are already on the edge, because I am using patent, which is usually a ‘no-go’ for an NB shoe. I know lots of big NB fans will argue this, but I was the thinking the same. You have to see them in real life and hold them in your hands. You will love these. The patent gives the shoe the tube character of the toothpaste. The patent looks great with the soft and smooth suede and the iconic mesh used by New Balance.