The world's first upcycled-tire shoe.Redirect the brand aesthetic, demographic, and philosophy.
Role: Head of Design and Development
Launch Year: 2018-2020
Collaborators: Ilya Kuperman (Project Manager)
Overview: Redirect the existing brand towards commercialization by identifying a demographic that would buy upcycled footwear.
Core Concept: Using APX®, a devulcanized rubber substitute made from used tires via a proprietary process from in-house sub brands, Austin Rubber and Austin Footwear Labs.
