SOLEBOX x NB x TOOTHPASTE

Do you think we'll see a trend of this happening where sneakers will start to be stripped back to the use of higher quality materials and subtle colourways as a selling point, rather than the eye popping concoctions that we have been used to?

I hope so. Quantity doesn’t count, the quality is the point! I think this is one of the most important changes in our culture. We realize that it is more long lasting to have something classic and of quality than something that lasts one season and is cheaply made. Nowadays it is important to know how things are produced, the quality of a product, and the image of a company.

We are willing to spend more for something good and we’re not on the hunt for the cheapest substitute. We are consuming with better thought. I would more easier spend my money on a product which is produced with quality, even if it is more expensive. This has nothing to do with Asian production. Asia can produce perfect quality too. It is only the matter of margin a company wants to reach.

Dear companies, we want to see QUALITY. Do less but do it good!

If it's not too painstaking, can you take us through the process from when New Balance approaches you to do a shoe, to finally having the finished product ready for sale?

Oh, good question. For many people it seems to be simple job to do what I am doing. I always thought the same about the designers out there. Now I know. They have a hard job. If I was to imagine myself doing four seasons of hundreds of shoes, then it would not be passion anymore; it would be a factory of output, done under pressure. I think this is the best ‘PRO’ argument for the collaboration idea. Many people are saying that too many collaborations is not good, but I think it is a good way to make a break from daily business and get some new inspiration and ideas.