A Lesson in Logomania: The ECCO BIOM 2.0 and Multi-Vent GORE-TEX
Logos are the insignias that give entities identities. While there was a period of time when branding went minimal as a shift towards clean executions, brands like ECCO have bucked the trend and recalled the audacious overbranding of the Logomania era with their newest release.
The BIOM 2.0 and Multi-Vent – two flagship casual styles in the ECCO chamber – are technological wonders in street-ready packages, and they’re not afraid to shout out this fact. Considering that ECCO founder Karl Toosbuy was the first person ever to imprint the company name on their shoes’ outsoles, the importance of logos is definitely not lost here.
The ECCO BIOM 2.0 is the eponymous incumbent edition of one of the company’s signature technologies. Known in full as BIOM Natural Motion, this innovation was first developed with the help of the German Sports Institute of Cologne in 2009. Initially applied to ECCO’s athletic products, BIOM has since trickled over for casual applications in the BIOM 2.0, which seeks to maximise unrestricted foot movements with a supportive design. This feature is amplified thanks to ergonomic considerations like the stretchy, sock-like liner and highly customisable wide stance lacing system.
The sides of the foot are wrapped in supple full grain leather mudguards, further cradled by FLUIDFORM support structures, and are joined to ECCO’s Phorene foam compound for cushioning. In keeping with the Logomania theme, each of these features – even the removable OrthoLite insole hiding underfoot – has its technological name proudly on show. However, the loudest logo expression is the BIOM 2.0’s latest addition – a waterproof yet breathable GORE-TEX lining – that is shouted out in all-caps along the lateral side. This sick execution is finished in a murdered-out, triple black colourway, save for the massive GTX callout.
Meanwhile, the ECCO Multi-Vent is an alternative expression of modern sneaker technology and design in a street-ready build. The model name refers to its innovative cut-outs in the front half of the midsole, which not only reduces weight, but also enables greater flexibility and adaptability to uneven surfaces – a design ethos borrowed from ECCO’s rich hiking shoe history. This commitment to ergonomics is further enhanced by the use of FLUIDFORM Direct Comfort Technology derived from the brand’s pioneering use of direct injection shoe soles, which is paired to low-profile tread with ample flex grooves for the greatest range of motion.
ECCO have developed the Multi-Vent’s upper with as much consideration as the soles. Sneakers face different demands when used on the street compared to other environments, but one common factor is the need for effective breathability to keep on-foot conditions comfortable. The Multi-Vent achieves this using super soft nubuck uppers – made from proprietary leather sourced from ECCO’s own tanneries – that have been finely perforated at the toe box to aid in mechanical ventilation. This luscious leather is then lined with GORE-TEX SURROUND, an outdoors footwear-focused variant of the famous waterproof-breathable membrane that keeps the foot dry and fresh. Like its BIOM 2.0 counterpart, the Multi-Vent proudly highlights its hidden tech with an oversized GORE-TEX print on its upper.
Flash some logos with the new GORE-TEX infused BIOM 2.0 and Multi-Vent releases right now from ECCO.