The shoe brand, designed by Raphael Young, uses recycled materials.
It’s written F_WD, but it’s said Forward, in other words, looking ahead.
The sneaker line, which will also feature clothing from autumn-winter 2021, combines streetwear and references to the outdoor worlds of urban and sport. The designer is Raphael Young, who has experience with YSL and French maisons, and is currently working with Tod’s Men and Redemption as a creative consultant.
The project, commissioned by the Onward Luxury Group, which produces and distributes proprietary brands (Jil Sander and Joseph) and licence brands (Rochas, Proenza Schouler, Mulberry, Samuele Failli, See by Chloé), has a well-defined mission: to use recyclable and biodegradable materials, a message underlined by the words printed on the shoes and clothing, bringing attention to social and environmental issues.
How can brands be credibly sustainable when pretty much every company is talking, often superficially, about sustainability, environmental issues and recycling?
F_WD has the answer. The upper is made of a material composed of 43% corn fibre and the rest recycled polyurethane, the solvents are water-based, the laces are made of pineapple fibre, the eyelets and heel loops are made from fishing nets. By autumn-winter 20/21, the shoe will be entirely recyclable thanks to materials from waste plastic.
The aim is to use waste plastic rather than produce new waste. The project could transform into a community of “hack-tivists”, half-hackers, half-activists, spreading, through the brand, a strong, well-defined message of the need to safeguard the environment.
The brand, now in its second season for spring-summer 2020, is produced principally in Italy in the Riviera del Brenta.