Best Known For: Stan Smith, Superstar, Samba, Gazelle, Ultra Boost, NMD, Yeezy Series

From the outset, adidas has been focused on performance, and the brand’s iconic silhouettes are all designed for sports, first and foremost: The Samba was released in 1950 as a training shoe for footballers who had to deal with icy conditions; the Gazelle—also a training shoe, but built on a sprinting shoe’s last—was introduced in 1966 and marketed to soccer players and handball players; in 1969, the Superstar, a basketball shoe, was released and became popular with the likes of Kareem Abdul Jabbar; the Stan Smith, a tennis shoe, dates back to 1963, but was known as the Haillet until 1973, when American tennis star Stan Smith endorsed the silhouette.

It was only in the ’80s that these silhouettes started crossing over to the lifestyle realm, thanks to the rise of fitness culture and the fact that the Superstar had been adopted by Run D.M.C. That carried over to the 2000s and 2010s, when adidas began collaborating with designers and cultural figures on lines that were decidedly lifestyle-oriented. That brought about not only adidas Originals, but the adidas Consortium program—akin to Nike’s Tier Zero—which saw adidas partner with a number of highly-respected style-driven boutiques.

Of course, adidas’s contemporary history was marked by the advent of Boost, a cushioning technology popularized by the Ultra Boost, the NMD—a purely lifestyle shoe—and various Yeezys. The Boost-mania that ensued briefly vaulted adidas ahead of Nike in terms of the hottest sneaker brand on the planet. That’s cooled off a bit, though, and it’s offered an ironic twist: adidas’s most popular silhouettes are today seen as being firmly rooted in the lifestyle realm—marketed to “creators” who want to flaunt their personal style—but were designed as high-performance, sport-specific shoes decades ago. It’s a testament to the staying power of good design, evolving in purpose and use over the decades.

Best Known For: Gel Lyte III, Gel Lyte V

Asics might have a claim to being the most influential brand on this list. That might seem like quite the exaggeration, but consider that without Asics, there’s likely no Nike.

How so?

Onitsuka Tiger was founded in September of 1949 and by 1953, it had licensed its designs in the United States to Blue Ribbon Sports. Blue Ribbon Sports would go on to become Nike, and Phil Knight and Bill Bowerman used a handful of Onitsuka models as the canvases for future Nike classics.

But back to Onitsuka Tiger. The company was initially focused on producing basketball shoes, before moving on to volleyball and tennis—two disciplines where the brand is still strong—then onto running with the introduction of the Marathon Tabi. The brand’s now-iconic stripes rose to prominence at the 1968 Mexico City Olympics, where Onitsuka manufactured the official warm up sneakers for the Japanese delegation. It was only in 1977 that Asics was created, after Onitsuka merged with two other sportswear companies. Despite taking a new name, Asics kept its tell-tale stripes.

The biggest development in Asics’s history came in 1986, with the introduction of the Alpha GEL System, a new cushioning technology. The following year, Asics introduced the Gel-Lyte, which has become, with the introduction of subsequent silhouettes, the company’s most famous line. At the time, runners loved it from a performance standpoint, but today it’s beloved because of its colorblocking and unique silhouette.

Today, Asics is still laser-focused on performance and has made its GEL cushioning system its hallmark technology. More modern silhouettes like the GEL-Quantum 360 and GEL-DS have gained a following in avant-garde fashion circles all without Asics not necessarily trying to endear itself to anybody but runner—with the exception of collaborations with designers like Kiko Kostadinov or Kith’s Ronnie Fieg.

Best Known For: Aura, Specter, Kite

[BrandBlack](https://www.grailed.com/designers/brandblack was founded in 2013 by David Raysse, a prolific footwear designer who had plied his trade at FILA, where he designed Grant Hill’s signature sneaker while still in college, adidas, and Skechers, where he guided the brand’s running program to new heights.

When Raysse launched BrandBlack, he envisioned it being at the forefront of the next generation of performance basketball sneakers. The brand had an almost-immediate partnership with Jamal Crawford, which allowed it to announce itself to the basketball world. DeSean Jackson, the speedy wide receiver, also endorsed BrandBlack in the mid-2010s. Raysse’s ambitions were admirable, but getting a foothold in the basketball market—let alone supplanting Nike—was a tall task.

BrandBlack has adapted to that reality and now offers a range of sneakers that extend from running silhouettes and cross-trainers to trail runners and casual models. Here, the brand has enjoyed more success than in the basketball world, by blending performance with a fashionable flair, and excelling in an aesthetic space that got lots of attention from late 2018 through 2021.

But while the metallic finishes, bright colors and Vibram outsoles might catch the eye, Raysse is a performance designer first and foremost, and BrandBlack’s sneakers are more than just head-turning kicks—they’re genuinely good sneakers.

Best Known For: Achilles Low, Chelsea Boot

Common Projects was founded in 2004 by Prathan Poopat and Flavio Girolami. Based in New York, Poopat and Girolami started Common Projects in a rather unusual manner: They approached an Italian footwear manufacturer that had never made sneakers and asked them to make a sneaker based on an initial design.

The result was, predictably, simple but luxurious—this was, after all, a factory that had no expertise when it came to sneakers, but was used to making luxury dress shoes and formal footwear. It was both familiar and foreign, with elements that harkened back to classics like the Stan Smith or Blazer, but executed in a unique way. That sneaker came to be known as the Achilles and is, to this day, Common Projects’s most widely-known model.

The streamlined silhouette rose to prominence in the early 2010s, alongside the likes of A.P.C. and Acne Studios, as part of the same minimalist luxury wave. The Achilles became an evergreen sneaker and is still offered in a dizzying number of colorways. It also paved the way for people to take note of other Common Projects models, like the brand’s highly-popular Chelsea Boot, and for Common Projects to introduce new silhouettes, like an Air Force 1-inspired Full Court sneaker.

Regardless of the model, Common Projects sneakers are tied together by their simple look and the tell-tale golden numbering on the rear quarter panel, created using the model number, European size and color code.

Best Known For: Chuck Taylor All-Star, One Star

In many respects, Converse is the original sneaker brand, dating back to 1908, when Marquis Mills Converse founded the Converse Rubber Shoe Company, in Massachusetts. In 1917, the company introduced the Non-Skid, which it marketed as “The All-American Basket-Ball Shoe.” It would go on to become the Chuck Taylor All-Star in the 1920s, named for the American basketball player who endorsed the shoe—and who had given Converse feedback about changes that should be made—and the All-Star logo on the ankle.

The Chuck Taylor All-Star was very much an athletic shoe: It was standard issue for American soldiers during the Second World War; it was also the official shoe of the Olympics from 1936 to 1968. It became embedded in the collective consciousness, particularly in America. By the end of the ‘60s, Converse controlled roughly three-quarters of the basketball market, but the All-Star was also increasingly popular off the hardwood.

The shoe has remained largely unchanged since it was introduced, which, predictably, led to a downturn in the ’70s and ’80s as other brands began introducing new, more technologically-advanced models. Converse tried to keep pace, by creating new models, like the Weapon, but to no avail. In the ’80s and ’90s, the brand became entrenched as a purely lifestyle brand and again enjoyed success among music-driven subcultures.

Despite the success of the One Star in skate circles, Converse is largely seen as a one-shoe brand. That shoe, though, the Chuck Taylor All-Star, is a beacon of Americana that is popular the world over and slots in effortlessly within any aesthetic.

Best Known For: Bondi, Tor Ultra Hi, Tor Ultra Low Sky Kaha

Hoka One One might not have the name-brand appeal of some of the other brands on this list, but, among serious runners, it’s among the most well-respected. It’s also the youngest footwear brand on this list, having only been founded in 2009.

From the outset, Hoka One One positioned itself as being indifferent to what other brands were doing—when everybody else was going minimalist and low-key, Hoka launched as a decidedly maximalist shoe brand. With oversized, extremely-cushioned outsoles, Hoka One One was initially popular with ultramarathoners—an admittedly small segment of the population. The brand was quickly embraced by other serious runners, however, owing in large part to the fact its shoes are incredibly lightweight despite the gargantuan soles.

As the sneaker wave began to reach its crest in the mid-2010s, Hoka One One began to pop up in fashion circles. On the one hand, people felt increasingly comfortable wearing their running shoes for things other than running (as evidenced by the popularity of Asics and Salomon at various fashion weeks) and, on the other, Hoka was collaborating with brands like Engineered Garments on a regular basis. The brand’s unique silhouettes were a perfect match for the maximalist sneaker trend that dominated circa 2017 and emerged as an authentic foil to the likes of Balenciaga’s Triple S or Gucci’s Rhyton.

With the exception of the Tor Ultra Low—which was first created for the collaboration with Engineered Garments, as a spin-off of Hoka’s Tor Ultra Hi—Hoka One One has remained, by and large, committed to its high-performance DNA, even as the fashion world takes interest in its shoes.

Best Known For: Jordan I, Jordan III, Jordan IV, Jordan V, Jordan VI, Jordan VII, Jordan XI, Jordan XII

Like with Asics, there’s an argument to be made that, without Jordan, Nike wouldn’t be the brand that it is.

When the first Jordan sneaker was introduced, there was no way to know that it would go on to become a behemoth of a brand. In early 1984, Michael Jordan, then a rookie on the Chicago Bulls, began playing in the Nike Air Ship, which would serve as the prototype for the Jordan 1, which released in 1985. Urban legend has it that the original black and red colorway of the Jordan 1 was banned by the NBA, but it was actually the Air Ship that ran afoul of the NBA’s rules.

By 1986, Jordan was prepared to leave Nike, and it was only Hatfield’s Jordan III, which featured a visible air unit and a new logo, inspired by Jordan dunking. From that point onwards, Hatfield became an integral part of the Jordan legacy, lending a hand to some of the most iconic sneakers that emerged from the line.

While Jordan Brand remains a performance line marketed towards the world’s best basketball players—endorsed by the likes of Russell Westbrook—retro releases of classic Jordan models, like the Jordan I, III, IV and XI have become staples within streetwear. That owes not only to their aesthetic appeal, but to the memories associated with the shoes—the IIIs are tied to Spike Lee, the IVs with “The Shot,” the XIs with Space Jam.

Demand for retro released and limited edition collaborations—like the infamous Undefeated Jordan IV—was so high in the late-2000s and early-2010s, that they’re to be credited with sowing the seeds for what would become an important secondary market.

Best Known For: Fusion 2.0, Aria, Synchron

Karhu may not be the most well-known brand on this list—though it is responsible for adidas’ “Three Stripes” logo, which it sold to the German brand for roughly $2000 and a few bottles of whisky—but the Finnish manufacturer has managed to carve out a niche for itself over the years.

Founded in 1916, Karhu took its current name in 1920. Thanks to a series of rebrands, mergers, acquisitions, and licensing agreements, Karhu is, today, a complex entity with multiple manufacturers producing various products, ranging from cross-country skis to sneakers.

The sneakers are produced by Karhu Holding B.V., a Dutch holding company, and still use the “M” logo that was introduced in the 1960s, following the sale of the three stripes trademark, and the “Fulcrum Technology” that was developed in the 1980s. But Karhu’s most important innovation was the introduction of nylon in the production of footwear and the development of the first cushioning system with air—something which, arguably, set the stage for modern sneaker technology.

While still focused on developing performance footwear, Karhu Originals revisits the brand’s heritage silhouettes and has enjoyed a fair amount of success among hardcore sneakerheads and throughout Europe, thanks to the brand’s unique retro aesthetic.

Best Known For: Kaptiva, Solution, TX4, Bushido

If you’re looking for the next Salomon, look no further than La Sportiva.

Founded in 1928, the Italian brand has specialized in rugged footwear since its inception, starting with clogs and boots. The name La Sportiva was only introduced in the 1950s, when the founder, Narciso Delladio, began introducing more leisurely ski boots and other footwear for alpine sports.

A considerable chunk of their offering now consists of actual rock-climbing shoes—like the Solution—and approach shoes. A smaller portion of La Sportiva’s offering consists of ice climbing footwear and hiking boots. The rest is made up of hiking shoes and trail runners.

For years, La Sportiva has enjoyed success thanks to popularity among rock climbers and hikers, but, as the gorpcore movement has gained steam, the brand has slowly gained the kind of fashion-world adulation that propelled Salomon to new heights. It remains an “if you know, you know” brand, favored by stylists and designers, but consumers have started taking note. And with good reason: the colorways are fun, gorpy, and funky—but it’s the tech in La Sportiva’s shoes that back up its reputation among outdoorsmen, from Gore-Tex membranes to rugged traction outsoles.

While La Sportiva may not be quite as hyped as Salomon or Hoka One One, this is undoubtedly the next gorpy footwear brand to watch for.

Best Known For: 550, 574, 990, 992, 997, 998

While New Balance was founded in Boston in 1906, the company didn’t produce a sneaker until 1961, focusing instead on arch supports. That has played a major role in New Balance’s identity and the sneakers that the company went on to produce, which have been heralded for their comfort and support.

New Balance’s big break came in the 1970s, as a veritable running craze swept across the United States, with Boston and the city’s famed marathon at the epicentre of it all. New Balance was perfectly situated to capitalize on that adjacency, and it did. New Balance’s most famous details debuted that decade, including its various widths—it’s one of the only sneaker brands to offer them—model number system, and “N” logo. The New Balance 320, which launched in 1976 and debuted the aforementioned logo, marked the brand’s first massive success, with the shoe being voted the best running shoe on the market.

The ’80s saw New Balance introduce the 574, which has gone on to become the brand’s most-popular shoe, and the 99X series, which gave rise to classics like the 990, 991, 997 and 998. The brand pushed the 99X series with the tagline, “out of 1000, this shoe is a 990.”

While New Balance still produces performance running shoes, its footprint—if you’ll pardon the pun—is most pronounced in the lifestyle realm, thanks to Steve Jobs’ affinity for the 991 and the shoe’s influence within normcore. Its premium “Made in USA” and “Made in England” lines, which are exclusively focused on heritage silhouettes, are a testament to New Balance’s commitment to its lifestyle offering. This has been bolstered since the onset of the 2020s thanks to key partnerships—including an ongoing relationship with Aimé Leon Dore.

Best Known For: Air Force 1, (SB) Dunk, Blazer Air Max 1, Air Max 90, Air Max 95, Air Max 97, Air Presto, Flyknit Racer, Vapormax

There is no bigger sneaker brand in the world than Nike. That is not hyperbole.

Founded by Phil Knight and Bill Bowerman in 1964 as Blue Ribbon Sports, the brand adopted the Nike moniker in 1972. While the brand had a number of early successes—including the Cortez—it was really in the ’80s and ’90s that the brand found its stride and endeared itself to America. It did so thanks, in large part, to Michael Jordan’s singular excellence and Tinker Hatfield’s singular genius.

There have been periods to Nike’s success. The first was dominated by basketball, with the Air Force 1, Dunk and Jordan I, pushing Nike into America’s collective consciousness thanks to televised NBA and NCAA games and highlights. Then came the running craze in the late ’80s and ’90s, which gave us the Air Max family—and, in the 2000s and 2010s, the Free Run and Flyknit Racer. Finally the cross-training trend pushed Nike to release shoes like the Huarache in the 1990s, alongside lines like ACG, which—while different today than it was in the 1990s—were decidedly impactful at the time. Even general release models—especially dad-favorite sneakers like the Air Monarch—only cement Nike’s broader cultural impact, proving that it can make a Nike “athlete” out of just about anyone.

Nike has always had a knack for associating itself with the preeminent athletes of the time—Jordan, Bo Jackson, Tiger Woods, Andre Agassi—which solidified it as the brand favored by champions. That, alongside clever advertisements that are the stuff of legend, propelled Nike to the top of the sportswear pyramid by the mid-’90s. By the time the 2000s rolled around, Nike was a high-performance sportswear brand that also dabbled in lifestyle, thanks to the appeal of heritage models like the Air Force 1, Air Max 1 and various Jordans. Those sneakers, and Nike, were at the epicentre of contemporary sneaker culture. Without Nike

What’s amazing is that, until the introduction of the Air Max 270 in 2018, Nike has continuously avoided designing a purely lifestyle shoe. For all of the cultural clout Nike had gained, it had done so with shoes designed with one thing in mind: sporting excellence.

Best Known For: The Roger, Cloud outsoles

On was founded in 2010 with the stated goal of revolutionizing the feeling of running. And, like all who set out to radically change things, the Swiss running brand has been a bit divisive. There are those who swear by the brand’s Cloud outsoles—named for that oft-repeated superlative “walking on clouds”—and there are those who swear that they’ll never wear them, put off by the outsoles’ design.

Numbers tell a story, and On is undoubtedly one of the most popular running brands at the moment. The models that sit atop the various Cloud soles are pure running shoes and, to be frank, there’s not much there in terms of crossover streetwear or fashion appeal. To be clear, there’s nothing wrong with that! It’s worth pointing out that so many of the other brands on this list—from Asics to Nike—have put performance ahead of everything else for the majority of their existence.

On’s recent partnership with Swiss tennis legend Roger Federer has shown a desire for the brand to grow beyond lightweight, cushioned running shoes, though. The low-top tennis shoes offer not only an opportunity to enter another sporting market, but have more potential as casual sneakers. Think Stan Smith but for the 21st century—quite literally billed as “the future classic” by the brand.

On might not be where you turn to for your next pair of everyday sneakers, but for your next pair of running shoes? You’d be on the right path, with the Swiss brand.

Best Known For: Clyde, Suede, R968

When you think about it, it’s pretty amazing that Herzogenaurach, a relatively sleepy German town outside Munich, is home to two of the world’s largest sportswear manufacturers. But that’s what happens when the founders of said companies were brothers-turned-rivals. In 1948, after splitting with his brother Adi, Rudolf Dassler created “RuDa,” though the Puma moniker was adopted after a few months.

Puma’s initial success came thanks to soccer boots—including what was a revolutionary boot with screw-in studs, the Super Atom—and, later, competitive running shoes and track spikes. Tommie Smith and John Carlos, a pair of Puma-sponsored athletes, wore (or technically, were wearing) Suedes when they famously gave the [Black Power salute at the ’68 Olympic Games](outsideonline.com/sites/default/files/styles/img_600x600/public/2019/09/26/1968-podium-protest_s.jpg?itok=jqWkCZiO). In 1970, Puma paid Brazilian footballing legend to stop and tie his shoelaces after the opening whistle of the World Cup, knowing that the cameras would focus on his shoes. And, in 1973, the German manufacturer introduced the Clyde, a modified version of the Suede designed for NBA star Clyde Frazier.

The Clyde and Suede were eventually adopted by B-boys in the Bronx and, unbeknownst to most, Puma was the sneaker of choice in the earliest days of hip-hop. This is part and parcel to how Puma came to be seen in two very different ways in North America and Europe. In the United States, Puma is, undoubtedly, a lifestyle brand, powered by its legacy, but also by contemporary collaborations. In Europe—and, to a lesser extent, South America—the brand is closely tied to soccer and track and field.

Best Known For: Instapump, Club C85, Classic Leather, Workout

Reebok was founded in 1958, by a pair of brothers who sought to carry on their grandfather’s legacy. He had launched an eponymous company called J.W. Foster in the 1890s and had developed one of the very first track spikes. After struggling to copyright the name “Mercury”, the brothers Foster settled on Reebok, inspired by the Grey Rhebok antelope, a symbol of speed.

Throughout the ’60s and ’70s, Reebok continued to produce running spikes. The ’80s saw a fitness craze sweep across the United States, with people taking an interest in sports like tennis and activities like aerobics. Reebok expanded into those areas, offering casual athletic footwear that could be worn for sport or for leisure. It stood in stark contrast to the footwear designed for professional athletes that other companies were producing.

More performance-oriented shoes were developed as a response to Nike’s growth and released throughout the ’90s, but never had the same impact as Reebok’s initial successes—the Instapump being the one notable exception that makes the rule. The models that Reebok created in the ’80s—like the Club C85, Workout and Classic Leather—have remained signature models for the brand and are routinely tapped for collaborations with streetwear and fashion brands.

That said, Reebok has maintained its DNA as a fitness-first company, through partnerships with CrossFit and UFC, while still capitalizing on the lifestyle appeal of its heritage silhouettes. A recent collaboration with cult figure JJJJound has shown the classic, timeless nature of Reebok’s silhouettes; the collaboration sits alongside more contemporary streetwear collabs with brands like Palace.

Best Known For: Snowcross, XT-4, XT-6

Founded in Annecy in 1947, Salomon originally produced steel saw blades, before realizing that, since they were in the Alps, they might have more success making steel ski edges and bindings. It was only in 1979 that Salomon moved away from producing small—but crucial—ski parts, by adding ski boots to its repertoire. Then, in 1992, the brand introduced hiking shoes.

Little did Salomon know then that it would produce GQ’s “Sneaker of the Year” for 2019—the S/Lab XT-6. Since that first hiking shoe in 1992, Salomon has focused on making hiking, trail running and any footwear that has to do with mountaineering. The introduction of the Raid Race, in 2001, gave birth to the XA series, and, eventually the XT series.

Widely-respected by hikers, skiers, and other outdoor aficionados, the shoes slowly started gaining a following within fashion circles in recent years, thanks to collaborations with The Broken Arm and Boris Bidjan Saberi. With sneaker culture and gorpcore on the rise, Salomon existed at the perfect crossroads—its models are outfitted with cutting-edge technology, but the brand has a distinct, authentic aesthetic that has endeared it to customers the world over.

What was once a brand found in hardcore outdoor stores is now stocked in the world’s preeminent luxury retailers. And, like so many of the other brands above, Salomon has done so without sacrificing its DNA.

Best Known For: Grid 9000, Jazz Original, Shadow 5000

Saucony’s roots date back to the 1890s, when the company’s first factory was opened near the Saucony Creek, in Pennsylvania and, by the 1900s, Saucony was producing up to 800 pairs of shoes a day. The company invested heavily in developing and producing high-performance running spikes up until the 1960s, when Saucony relocated to Massachusetts.

It was then that the brand started focusing on road shoes—or more traditional running shoes. The ’70s saw Saucony’s running shoes win a number of awards, including the Hornet, which was deemed to offer the best value by Runner’s World magazine in 1979. The accolades—at a time when Americans were increasingly taking to running—saw Saucony enjoy a twentyfold increase in demand by the turn of the decade. That paved the way for Saucony’s transformative period. The ’80s saw Saucony release a number of its most famous silhouettes, like the Jazz, Shadow and Grid (albeit released in 1991) three models which would go on to become central to fitness culture in the United States.

As the brand continued to push the envelope from a technology and performance standpoint, it launched an Originals line—like so many other sneaker brands have done—to revisit heritage models from the ’80s and ’90s. It’s these sneakers that became increasingly popular over the last decade and have earned their place within sneaker culture.

Best Known For: Authentic, Era, Old Skool, Sk8-Hi, Slip-On

Founded in 1966 by brothers Paul Van Doren and James Van Doren, with partners Gordon Lee and Serge Delia, the Van Doren Rubber Company initially made shoes to order, taking orders in the morning and producing them during the day to be ready for pick-up in the evening. The very first model they produced, the #44 Deck Shoe, would go on to become the Authentic, arguably Vans’ most iconic model.

While now seen as a skate brand, Vans only truly set itself to producing skateboarding shoes in the ’70s, when skaters Tony Alva and Stacey Peralta informed Vans that a lot of their peers were already wearing Vans and would welcome an option designed specifically for the sport. That gave rise to the Era. Alva and Peralta were central to further boosting Vans’ profile among skaters, and, within two years, Vans would introduce the Old Skool, Sk8-Hi and Slip-On.

After surviving bankruptcy in the early-to-mid-’80s, Vans returned with its very first skateboarder signature sneaker, designed for Steve Caballero. The Cab, a high-top, was popular, but skaters would often cut off the upper portion. Vans took note and introduced the Half-Cab, in 1992, which is among the most legendary skate shoes of all-time.

As with most things skate-related, Vans slowly seeped into the mainstream, as an embodiment of West Coast skater cool. The brand’s shoes were embraced by the punk music scene—and later music at large—throughout the late ’90s and aughts, which also helped boost the brand’s profile outside of skate parks. As the brand’s popularity grew outside of skateboarding, Vans started introducing lifestyle models, namely its Vault by Vans line, which features elevated takes on heritage silhouettes, unique designs by Taka Hayashi and collaborations with the likes of Our Legacy and Undercover. Now, on top of its consumer-friendly roster of widely-available sneakers, the label is bolstered by regular collaborations with labels like Supreme.

Best Known For: V-10, V-12, Campo, Esplar77

Sustainability is all the rage these days—and with good reason—but Veja was among the very first to embrace it. Founded in 2005 by Sébastien Kopp and François-Ghislain Morillion, the French brand’s mission was to “rethink the creation of a popular product” in an ecological, ethical and sustainable way.

That means the rubber used is bought directly from rubber tappers in the Amazon; the cotton used is grown in ecological and sustainable fashion; recycled plastics are used to create mesh.

But, what really sets Veja apart is that they’re not selling against its ecological aspect. The brand doesn’t advertise, which means that most people only find out about how the shoes are made after they’ve already bought a pair, or seen them on one of the brand’s high-profile acolytes and taken a liking to them.

Veja exists in a similar space as Common Projects, catering to minimalist luxury shoppers who want sneakers that are timeless and understated. There are similarities with the sneakers we’re all familiar with—echoes of an Air Force 1 here, or a Stan Smith there—but they’re presented in a way that’s novel and, in the case of Veja, produced in a way that’s truly groundbreaking.

That’s been particularly important of late, as consumer patterns shift and customers reward companies that do business the right way. While Veja was, for a long time, a niche brand you’d find in directional European retailers, it’s now entered the mainstream fashion conversation. In some respects, it represents the future of fashion footwear—not too sporty, nor too harmful to the planet.