The new sneaker from Asics has a Dutch touch. The Neocurve shoe was created in collaboration with the Dutch Studio Hagel and Fastfeetgrinded, Asics reports.
The Asics Neocurve is made from residual and recycled materials. Deadstock and shoes with production defects are ground at Fastfeetgrinded and processed into new raw materials. The entire production of the shoe takes place in Europe and the shoe will only be sold there. This also means that the collection of shoes, recycling of materials and the production of the shoe takes place in Europe.
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“In this project we wanted to innovate, but at the same time remain loyal to the Asics brand,” says Mathieu Hagelaars, Creative Director at Studio Hagel. “We therefore delved into the past and looked through all the catalogs of the past 35 years at Asics’ European headquarters. We then selected the styles that appealed to us. Then we started playing around and experimenting to see how far we could take the concept we had in mind and come up with something truly new and innovative. We worked with factories, techniques and materials that were completely new to us. It was quite a puzzle to put all those new pieces together. To create a shoe that not only meets the brand’s high standards in terms of comfort and quality, but that also breathes and radiates Asics in everything. But the whole process was crazy to experience!”
The Asics Neocurve will be available from October 31st on the Asics website and at select European retailers. A pair of sneakers costs 250 euros.
