!SYOU is a new way to think about sneaker design. A fresh sneaker concept mixing on-the-edge design, high quality materials. Designed by Co-Design. A creative and commercial handshake across the world. The first batch of co-designed, first edition !SYOU Burkina Faso sneakers have recently landed in Europe.
Every pair of !SYOU sneakers is the product of a creative partnership, part-produced using locally sourced materials and feeding a fair share of the retail price directly back to the artists, photographers, designers on the ground, helping to stimulate creativity and economic development.
!SYOU business model
How does it work?
In every country the creative process starts with a ‘talent call’, an open pitch for an assignment. From these submissions !SYOU selects three talents in separate disciplines to co-design the collection of shoes and its marketing material.
Being selected as a !SYOU talent means three things:
CO DESIGN
In the context of !SYOU, this means that each model is the result of a country specific co-design process. For every collection, another country is selected. !SYOU co-designs by designing, photographing or writing together with cross-cultural artists, designers and other creative professionals.
For example, a young talented photographer, Francois from Burkina Faso worked together with famous Dutch photographers Petrovsky & Ramone. Designs from the local talent Wilfried de Paul are used in the first edition sneakers designed by !SYOU designer, Esther van Oirschot. And the blog of the !SYOU website will be partly written by Ramata, a Burkinabe journalist.
Local production
Locally sourced materials are important, not only vibrant and inspiring to use in products and design, but also a way to stimulate the local economy.
As many local materials as possible are sourced to ensure a share of the retail price is directed back to the local economy. All materials are chosen on the basis of sustainability and authentic design. !SYOU aims to be a fully sustainable sneaker.
The return model
By using a return model a share of the profit from a product is used to flow back into the country the product is made in.
In the case of !SYOU, 10% of sneaker sales is directed back to the local creative community. This means approximately €15,- will be invested in innovation and the growth of creative enterprises and entrepreneurs. €10,- of every shoe will be directly invested by supporting local talents and their business plans. Finally, €5,- will be spent on talent specific advice, connection to networks, participating in exhibitions, etc.
A talent is supported for one year, three talents are selected per collection.
The idea and energy behind !SYOU comes from a growing gang of creative thinkers and entrepreneurs on a global journey. Special mention to founding fathers Butterfly Works and DAY.
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