In the sneaker game, it is easy to have favourites amongst the universes most popular brands. Every sneakerhead across the globe have a collection filled with Jordan and Nike silhouettes, but what about when a new brand rolls through looking to switch up the game?
notwoways is an East London based sneaker company that looks to create technical yet fashion-forward footwear for everybody. The ever-popular dad shoe-style sneaker isn’t going anywhere soon, and with the reasonable prices of its sneaker, neither is notwoways.
I look at notwoways and the people behind the brand and a fresh new colourway that is scheduled to drop.
WHAT IS NOTWOWAYS?
As I mentioned above, notwoways hails from the fashion-focused East Londo, founded by Callum McGinley and Rockwell Princely (check out our interview with them here). McGinley is somewhat of an influencer, having amassed a massive 1.4Million followers on Instagram and 250K on TikTok. McGinley, known as Callux to the online community, has compiled a whopping 1Billion views worldwide on his content, no small feat.
Princely boasts the fashion experience of the two, obtaining a degree from the ever-popular London College of Fashion in footwear design. The combination of worldwide exposure, living within the culture and a proper understanding of what its audience wants has led notwoways in the race for the most significant independent sneaker company around.
THE NOTWOWAYS SILHOUETTES
The brand thrives off of chunky, retro aesthetics, as you can see from its back catalogues. The four shoes that notwoways has dropped, the exuberance, moonless, subsolar and afterdark silhouettes, have all sold out instantly. A testament to the sneaker’s design and the eye-catching colourways that the community crave.
notwoways is hoping to revamp the sneaker community as we know it, affordable, on-trend pieces for the legions of sneakerheads we have here in the UK and all over the world. Expect unusual design aspects paired with sustainability from notwoways moving forward.
AW21. NOTWOWAYS SAPHFIRE
The latest release from the pair comes in the shape of the notwoways Saphfire. One of the most vibrant colourways we have seen from notwoways so far, the combination of blue and orange instantly catches your eye. The unconventional mix of blue hues across the upper helps the intricate detailing across the upper more noticeable, with the notwoways logo on the toebox contrasting the bright design in white. Premium materials are used throughout the entire sneaker design, even featuring a paisley pattern under the shoe’s tongue.
With sustainability a focus for the duo, the next release looks set to feature a midsole composed of recycled materials. The speckled sole units are guaranteed to turn heads, and with no two midsoles the same, you really are receiving a one-of-a-kind silhouette. The now customary-chunky sole unit leans into the 90s aesthetics the pair craves and feels like a true throwback to a bygone era of sneakers. Thicker laces round of the design of the ‘Saphfire’ giving the shoe a unique look.
notwoways is here to stay. Eye-catching designs paired with sustainable approaches towards fashion makes the brand genuinely revolutionary. There really is no two ways about it.