17 may 2016 18:00:00
Common Projects: the cult of true minimalism
History of the company which conquered the premium shoe market without any advertising costs, drawing the attention of even the most fashion-indifferent people.
More than 10 years of work, no advertisement, tens of thousands fans around the world and the status of “cult brand”. How can it be real? No doubt, a significant contribution into the brand success was made by experienced Peter Poopat and Flavio Girolami, the founders of the brand. However such strong position in global market that helped to stay afloat during an economic crisis in 2007-2008 couldn’t be created without genuine products originality, characteristic for the sneakers of Common Projects.
We just tried to make the product speak for itself – says Girolami, the former art director of “V” magazine. And they managed it for now you can notice such famous people like Kanye West, Drake and Jay Z wearing Common Projects. Nevertheless, it would be really naïve to think that bringing premium sneakers to the masses is a simple deal.
How it started
After a chance meeting of Peter, who used to consult regarding various brands and Flavio in a bar in New York, they quickly came to the conclusion that their ideas of perfect sneakers were practically similar. Among the variety of bright, florid colours of that time, obviously the market needed something restrained but not as formal as dictated by dress-code of some typical transnational corporation.
The first model Achilles was a mere transformation of classical tennis shoes, but with some advantages. Neat silhouette brought to perfection, premium materials and manufacturing in Italy. But it was difficult to come to a reasonable pricing. So Common Projects had to search by trial and error for a suitable cost that finally was fixed between 380 and 535 dollars for one pair. The brand faced the crisis being already firmly on its feet with its authority having been extended on Europe. The sale there did help to survive.
The rules of art
Since then Common Projects develop as smoothly as possible: Peter and Flavio follow the principle “to create something classical and being out of time”, showing certain conservatism, but expanding the range of goods. For example, in 2009 they presented an independent woman’s line and also collaboration with Moscot sunglasses brand. After that there were many mutual releases with other designers, but all of them kept minimalist aesthetics, characteristic for Common Projects.
Absolute control upon the company allows keeping traditions and moving on at the same time: “Our company’s working process differs from others. Most of them have investors who all the time claim definite figures and business plans where it’s said “You must grow up to 30% per year”. In our company we don’t have it”.
Simplicity becoming the style
To date the Common Projects recognition is so great that other brands which produce deliberately simplified leather sneakers are blamed of plagiarism by internet fashion sites users. Graven line of ten gold figures displaying the style, the size and color, perhaps, is that detail which helps even a common man to identify the origin of sneakers.
You can appraise all the advantages of handmade production and high quality materials, and also the design with nothing extra in Common Projects assortment, represented at our store.
COMMON PROJECTSMen's Shoes Derby Shine Black
COMMON PROJECTSMen's sneakers B-Ball High Leahter White
COMMON PROJECTSMen's sneakers Original Achilles Low Navy
COMMON PROJECTSMen's sneakers Original Achilles Low White
COMMON PROJECTSBag Duffle Leather Grey
COMMON PROJECTSBackpack Leather Navy
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