Browsing the web for some time, we came across this new sneaker brand, Puraai, which immediately caught our attention.
An extremely clean design, where the vintage flavor mixes with a touch of modernity, giving life to an extremely recognizable product. Where the cream or rubber-colored sole embraces perfectly with the upper in light leather, which is surmounted by a logo that appears immediately simple and recognizable.
Following the Instagram page of BigandFlorence showroom, we saw sharing captivating images of Puraai, and then we wondered what was behind this logo. We who are curious by nature went to investigate.
And of course we turned to our friends Cristiana Andreoli and Gianmaria Brini from BigandFlorence showroom for more information on the brand!
Now we are ready to tell you everything we have discovered….
But first let us tell you some history!
Once upon a time there were streetwear sneakers, produced and designed for sports: basketball, running, skating first. Those produced by the global sportswear brands Nike, Adidas, Puma, Converse, Vans which competed to sponsor the best athletes of each discipline. And that ended up on the feet of the kids who worshiped these sports stars and the musicians, rock stars and rappers, who wore them to take the stage. And then, starting from the 10s of the 2000s, the wave of streetwear reached the whole market in a very strong way, breaking its banks and contaminating every sector. Up to embracing luxury and making brands like Louis Vuitton and Gucci take to the catwalk with models dressed in tracksuits, and with sneakers on their feet. Something that twenty years ago seemed impossible.
Luxury began to play with streetwear and new worlds and contaminations opened up.
And then within that dynamic, Golden Goose came along and gave birth to a new category. Luxury sneakers, lifestyle. Not to go to the street to run, not to the gym to jump but in the street to spread style, making your customers feel comfortable and completely at ease at the same time. On the one hand, luxury brands began to produce sneakers, or to collaborate with the historic streetwear heavyweights. How it happened. But side by side, from Golden Goose onwards, new brands were born, purely for footwear, which positioned themselves in the luxury or high-end market.
It is an increasingly important market today, where those who impose themselves can become icons. It can reach stellar turnovers, and can enter the best shop-windows and the most renowned department stores in the world.
Ormai la sneaker è diventata come il denim. E non si torna indietro. Fa parte della cultura. Sneakers e jeans, li indossi con una maglietta, ma anche con sopra la giacca.
Ormai la sneaker è diventata come il denim. E non si torna indietro.
Questione di stile, di comodità, di un mondo sempre più in movimento dove delle barriere culturali sono crollate. E indietro non si torna.
In questa contesto vediamo nascere ogni anno brand sempre più interessanti. E spesso questi brand nascono da menti e manifatture italiane, dal design italiano. Dove la qualità si impregna di uno stile che spesso è capace di sfondare, creando unicità e iconicità.
Abbiamo visto in questi anni il successo di sneakers come Philippe Model, Autry, DATE, marchi dal DNA italiano. Ma anche meravigliose storie di successo come la francese Veja, che ha saputo coniugare stile, con una bellissima e autentica storia da raccontare, legata al bisogno sempre più vero di prodotti ‘animal friendly’.
E’ un settore in grande evoluzione che osserviamo con continuo interesse, ed è in questo contesto che oggi vogliamo parlarvi di Puraai. Un marchio che si inserisce esattamente in questo filone.
By now the sneaker has become like denim. And she doesn’t go back. She is part of the culture. Sneakers and jeans, you wear them with a t-shirt, but also with a jacket over it.
By now the sneaker has become like denim. And there’s no going back.
A matter of style, of comfort, of an increasingly moving world where cultural barriers have collapsed. And there is no going back.
In this context we see more and more interesting brands being born every year. And often these brands are born from Italian minds and manufactures, from Italian design. Where quality is imbued with a style that is often capable of breaking through, creating uniqueness and iconicity.
In recent years we have seen the success of sneakers such as Philippe Model, Autry, DATE, brands with an Italian DNA. But also wonderful success stories such as the French Veja, which has been able to combine style with a beautiful and authentic story to tell, linked to the ever-growing need for ‘animal friendly’ products.
It is a rapidly evolving sector that we observe with continuous interest, and it is in this context that today we want to tell you about Puraai. A brand that fits exactly in this vein.
Puraai, ispirazione giapponese, animo ecologico, dna italiano.
Si tratta di un giovane brand di sneakers italiane che, ci comunica tutte le vibrazioni giuste, che sa toccare tutte le corde per accendere la melodia che ama il pubblico.
Ma cosa c’è dietro questo logo? Come vi abbiamo spiegato abbiamo indagato per voi, ed ora vi raccontiamo.
Innanzitutto abbiamo scoperto che la cosa che ci piace di più di questo brand è proprio la storia e la filosofia, autentica, che c’è dietro.
Il brand nasce infatti nel 2018, quando i due designer, in viaggio in Giappone, visualizzano il simbolo che poi diventerà il logo del brand.
E’ il simbolo giapponese utilizzato per i prodotti riciclabili. Da lì scatta, folgorante, la scintilla. I due designer capiscono immediatamente che quella è la loro via. Il tema era carissimo ad entrambi, ed è nato forte il desiderio di creare un brand che si basasse esclusivamente sull’utilizzo di materiali eco-sostenibili e riciclati. E dopo il logo arrivo anche il nome Puraai, dove “Pura” in giapponese significa “plastica” mentre “ai” rappresenta l'”amore“.
Puraai, Japanese inspiration, ecological soul, Italian DNA.
It is a young brand of Italian sneakers that communicates all the right vibrations to us, that knows how to touch all the strings to turn on the melody that the public loves.
But what is behind this logo? As we have explained to you, we have investigated for you, and now we are going to tell you about it.
First of all, we discovered that the thing we like most about this brand is the authentic history and philosophy behind it.
In fact, the brand was born in 2018, when the two designers, while traveling in Japan, visualized the symbol that would later become the brand logo.
It is the Japanese symbol used for recyclable products. From there, the spark comes, dazzling. The two designers immediately understand that this is their way. The theme was dear to both of them, and the strong desire to create a brand based exclusively on the use of eco-sustainable and recycled materials was born. And after the logo comes the name Puraai, where “Pura” in Japanese means “plastic” while “ai” represents “love“.
In fact, if plastic is used, recycled and reused correctly, it is an incredibly versatile and functional material, and allows us to create objects that respect the environment we love.
And this is how these shoes came to life, starting from skilful Italian design on the one hand, and on the other from a profound search for materials.
Puraai sneakers derive from corn, recycled nylon, recycled rubber, organic cottons; all materials that respect a cruelty free ethic. All Puraai products are vegan and are certified by Peta.
After a long search for certified sustainable materials, the first officially launched collection was the SS22, and now the brand’s designers are preparing to present the fourth collection, the SS24 “Hula-la Collection”.
Each collection is characterized by a creative theme that is conveyed through eye-catching windows, customized packaging and engaging advertising materials.
The Hula collection will be officially presented in Paris, during the fashion week from 22 to 25 June, of which we leave you the interesting presentation image below.
Info:
Offiical site ufficiale: www.puraai.it
Instagram Page: https://puraai.it/
Agency for Tuscanym Italy: Big&Florence Showroom
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