Back in May, the duo behind sneaker brand notwoways (Callum McGinley and Rockwell Princely) told us that this year would be a big one. When asked what was coming next for them, Callum revealed that notwoways would be “Stepping up the releases. They will be significantly stepped up towards the end of the year. The dream is to do a ‘pop-up’ shop here, go to other countries and have other things going on. I want to re-invest all of the profits into the brand and the marketing. This is my life now, I want it to succeed and become the biggest brand in the world”.
Now, as the sun sets on 2021, they’ve kept their word. notwoways has managed to hollow out its own space in the sneaker industry, and is now revealing one final surprise before the year is out.
For this release, the sneaker brand’s debut colourway ‘exuberance’ is reimagined in their latest A-R-W silhouette. Dubbed ‘apricity’, the shoe looks to pay homage to the brand’s roots. The colourway initially debuted on notwoways’ first drop ‘exuberance’ back in August 2020, which sold out in 63 seconds and led to the brand gaining a cult following.
As always with resale, the brand’s previously limited drops meant largely inflated prices became the norm, so fans of the brand will be happy to hear of this new release. ‘apricity’, meaning ‘the sun’s warmth in winter’, is a futuristic take on the original ‘exuberance’ drop. The design itself employs a complex white knitted pattern with a jet-black collar and lining. The sneakers come complete with notwoways’ signature features, including a translucent icy-blue outsole and orange pull-tab.
In response to the near-impossible-to-cop culture notwoways’ previous drops have cultivated, ‘apricity’ will be the brands’ biggest release to date. It marks a momentary departure from the brand’s previous limited-drop releases and an effort to allow as many people as possible to get hold of a pair when they go on sale this week.
Priced at £120, the sneakers are set to drop on 7 Dec at 6pm GMT on their website. Set your alarms.